Paul Wallbank | Paul Wallbank - Communications Professional

An expensive place to do business

The cost of doing business in different countries is illustrated by one infographic

Job search site Staff.com has an infographic showing the cost of setting up a startup business in selected cities around the world.

Staff.com founder Rob Dawson looked at the cost of hiring two developers and one designer and paying rent on an office in eight cities around the world.

Of the six Zurich came in the most expensive followed by Sydney, New York, San Francisco, London and Paris. Manila and Mumbai were obviously the cheapest.

Staff.com – Connecting Great Companies with Global Talent

While the wages are the headline in this admittedly unscientific survey, the rents are a factor worth examining. If we arrange those cities by rents, then London jumps to the highest spot while Sydney remains second.

Cost of renting in each city

London	63,984
Sydney	47,616
New York	45,600
Paris	38,400
Zurich	36,000
Mumbai	29,184
San Francisco	22,080
Manila	9,984

This table illustrates a number of things; that Mumbai is a very uncompetitive location by Indian standards, being an app developer with a London startup is a miserable existence and that Australia is a very expensive place to do business.

Last week at The Hub Sydney discussing the global workforce with O-Desk’s Matt Cooper, expatriate Aussie and founder of The Fetch Kate Kendall emphasised the high cost of doing business in Australia.

“You don’t realise how expensive Australia has become until you get off the plane,” said Kate who pointed out the burden of massive mortgages mean labour rates have to be high so people can afford to meet their bank repayments.

I’ve argued in the past that those high property prices are a form of economic cholesterol that sap Australia’s economic strength and these discussion illustrate that point.

The bizarre thing is that Australian property prices are expected to go higher and, most worrying of all, the consensus among mainstream economists and business writers is that current levels are not overpriced at all.

If we accept that the current high property prices are the long term normal for Australia, then the Aussie economy has a major adjustment to make.

The problem for any industry that is internationally exposed, which is almost the entire service economy, is that Australian producers are hopelessly uncompetitive at current wage and cost levels.

For startups the question is what value are they actually getting from being based in Australia and that is a question being asked by many businesses.

Those deciding to stay in Australia are going to have to figure out how they can deliver high quality value from a cost base equal to Switzerland’s.

At present most Aussie businesses are not prepared to deal with the problem and it’s a question that’s going to be faced by the nation’s workers, retirees and governments.

Facebook and the Fax Machine

What manufacturing was to the Chinese economy of the 1980s, information is today. How will the country’s leadership handle this?

The South China Morning Post reports the Chinese government is allowing access to otherwise restricted sites like Facebook to those in the Shanghai free trade zone.

In many ways this parallels the original Special Economic Zones set up by the People’s Republic of China at the beginning of the 1980s – these areas’ separate legal, immigration and economic status attracted foreign investment and trigged the economic boom that’s seen China become one of the world’s biggest economic powers.

Just as manufactured goods were the key to the nation’s development 30 years ago, today it’s information as the PRC leadership works on moving China up the global value chain.

For a nation of knowledge workers to succeed, the workers have to have access to knowledge.

It’s claimed the humble fax machine was responsible for the fall of the Soviet Union, how true that is open to debate but an open flow of information is never good for those who rule without the support of their citizens.

With the explosion of Chinese social networking sites, it’s become harder for the government to control the flow of information between citizens and the opening of the internet in parts of Shanghai is another small change.

How the Chinese Communist Party manages to keep the support of its increasingly affluent and better informed citizens will define the course of 21st Century history.

As China shifts from being a low cost manufactured goods supplier to a more sophisticated, diverse and expensive economy the government has no choice to face these challenges.

Beijing’s cadres would be hoping our children aren’t talking about Facebook in 2012 Shanghai in the same way that we talk of fax machines in 1982 Leningrad.

Image of a fax machine courtesy of Kix through sxc.hu

Microsoft’s version three problem

Echoes of the old computer industry haunt Microsoft in the post PC world

Microsoft have released their second generation Surface tablet computers following the less than successful first versions that resulted in the company booking a $900 million write off.

As always, the new devices boast improved battery life, better screens and more storage, all of which are important when competing against Apple’s iPad and the plethora of Android devices.

For Microsoft, the stakes are high as the company tries to position itself as devices and services business in the post-PC world where tablet computers are one of the key markets.

Unfortunately the PC industry’s legacy haunts Microsoft as the market believes it takes the company three attempts to get a product right.

Microsoft Windows is the best example of this, versions one and two of the graphic operating system* were total and utter dogs. It was only with the arrival of Windows 3.0 that PC users started to migrate from DOS.

This failure to execute lulled Microsoft’s competitors into a false sense of security, WordPerfect in particular completely flubbed the market’s move to Windows and never recovered which was a large reason for Microsoft Office’s eventual domination of the word processor and productivity suite sector.

Strangely with Windows another pattern developed once Microsoft came to dominate the market, every second version was a dog – Window 98 was followed by the awful Windows ME which in turn was replaced by probably the most successful OS of all in Windows XP.

XP, released at the high point of Microsoft’s powers, was followed by the disastrous Vista which was redeemed by Windows 7 that was in turn soiled by the now soon to be abandoned Windows 8.

The problem for Microsoft is the PC industry model is in decline and the company is no longer a scrappy disrupter but instead a wounded giant wondering how to react to a rapidly changing market.

In the face of Apple and Google’s domination of the tablet and smartphone markets, taking three cracks to get their tablet right is going to be an expensive and difficult path for Microsoft.

Steve Ballmer’s place in business history might just depend on this version of the Surface, if it does take three attempts to get Microsoft’s tablet product right then his legacy may not be well judged.

*Purists will argue that early versions of Windows weren’t operating systems as they sat on top of DOS which did the heavy lifting. They are right.

Exploring the internet of everything

What does the internet of everything mean for businesses? Cisco’s Ken Boal explains.

As part of the Decoding the New Economy video series, I had the opportunity of interviewing Ken Boal, the head of Cisco Australia and New Zealand, about the Internet of Everything and how it will change business.

“The internet of everything is about things, it’s about people, process and it’s about data,” says Ken. “Compounding together to create new capabilities and drive opportunities for nations, enterprises, government and right down to consumers.”

“It’s a huge transition in the internet’s evolution.”

Reducing the road toll

A previous Cisco presentation looked at some of the ways the internet of everything can reduce road deaths, Ken sees this both private and public sector benefits of the connected economy flowing to consumers and the community.

“When you think about things like traffic congestion, health care and how education is delivered we know there’s huge opportunities for greater efficiency,” says Ken.

“Just on road safety, when we’ve got all the vehicles and trucks connected, when the traffic lights and traffic control systems are all connected,” suggests Ken, “then consumers are going be better informed about what is the most efficient route to work.”

“Cars will be communicating with each other to reduce fatalities and collisions in the future as well.”

Bringing together industrial, consumer and public safety technologies creates a grid of connected devices, including cars, that improve public safety while making industries more efficient.

Of course these connected services come with risks to privacy, particularly when multiple points of data can triangulated despite each individual item being anonymous on their own.

What Ken finds is particularly important is the current value of these technologies with Cisco predicting $1.4 billion in productivity gains through the internet of everything this year, half of which are available for businesses.

A warning for Australia

For Australia, the concern is that business and the economy in general is falling behind, Cisco’s recent Internet of Everything Value Index rated Australia among the BRIC countries in adopting the new technologies.

“We’ve always counted Aussies as fairly innovative and leading edge,” says Ken. “Australia is ranked tenth out of the twelve largest economies in the adoption of internet of everything capablities.”

The countries leading – such as Japan, Germany and the United States – have had a solid record of investing in technology, “in Australia, we’ve had that in the past but we’ve lost our mojo.” Ken says, “IT has been viewed more as a problem – a cost to business – rather than a provider of productivity for the long term.”

How business can adapt

For businesses, the question is how can they take advantage of the internet of everything? “You don’t have to start from scratch,” says Ken. “There are a whole heap of use cases for every vertical.”

“Start to drive some innovation. Think about your business processes at the front end where you touch your customers, look at your supply chains and your back office arrangements driving workforce productivity and how fast can you deliver new innovations to the market.”

“Internet of everything themes can address a whole host of these different processes in different parts of your business.”

The truth is in the data

One of the big challenges facing all organisation is using Big Data to understand their customers better, Emma LoRusso and Digivizer are part of the new wage of businesses and entrepreneurs providing the tools to help managers make better decisions.

Emma LoRusso founder of Sydney based social analytics service Digivizer believes the truth in a company’s data will challenge many managment and marketing beliefs.

In a somewhat poorly recorded interview as part of the Decoding the New Economy YouTube channel, Emma described how analysing social media trends and tying them into an organisation’s Customer Relationship Management (CRM) platform can help improve a business’ marketing and customer satisfaction.

The Truth is in the data

“A lot of marketing in the past has not been data driven,” says Emma. “There’s still this gap between people saying ‘this is what we think’, ‘this is what we’ve always done’ and ‘this is what they’ve found’ – we’ll come behind that and say ‘let’s let the data tell the truth.'”

That data is powerful due to the context Emma believes Digivizer adds, “because we can map people to the social web based on their profiles – who are they, what they talk about, who they are engaged with and what’s important to them.”

“We let data become the truth and we push back on the hypothesis that might have been unsubstantiated previously in the organisation,” Emma says.

Fighting the average

For some organisations, this truth can be challenging. “The ones who resist it are those with a fixed position who have built a career of playing to the averages,” states Emma. “We get massive returns, say 39 to one, whereas they were getting maybe seven to one or twelve to one.”

“Again, data can be the truth in this story.”

One advantage of real time social media monitoring is marketers can now track how consumers changing lives unfold are affecting their buying habits and desires as people get married, become single, have children, move houses or just simply change tastes.

Hearing the consumer

A key part of modern marketing is letting customers know their voices have been heard, as modern consumers know they have a voice and expect companies to acknowledge what they’re saying.

Emma sees a lot of lip service has been paid in companies to the ‘single customer view’ where businesses need to know their customers better.

“I actually think it’s customers that are driving that,” says Emma. “Their expectation is ‘I’ve interacted with you a lot of times, you’re asking me to engage with you digitally and now I expect you to serve me better.'”

“Now if you plug that data into organisations you can start to offer more meaningful – the right message at the right time.”

Emma believes that makes customers happier as they now feel they’ve been heard and understood. “That’s the beauty in the data,” she says.

While there’s some risks with paying close attention to customers’ online behaviour – as we saw with the famous Target pregnant girl mailout – the benefits for businesses listening to their clients is obvious. It’s another example of how the slow to adapt businesses will be crushed in the changing economy.

Rebuilding American Manufacturing

The US textile industry’s recovery is an economic story of our times, it’s also one of our future.

US manufacturing is undergoing a resurgence, just without the jobs reports the New York Times in its story on the textile mills of South Carolina.

The decline and recovery of US manufacturing is a story of our times – the industrialisation of Asia, trade treaties such as NAFTA and China’s joining the World Trade Organisation all saw Western producers move their operations overseas.

A weakness with that business model are the extended global supply chains as goods spend months on ships following long manufacturing and design lead times, the exact opposite of what modern consumers are looking for.

Coupled with domestic manufacturers’ increased investment in automated systems which makes labour costs a smaller factor and the sums start adding up for making things in the United States.

Unfortunately for the workforce, those automated plants don’t require anywhere near the staff older factories employed and the skills required in today’s mills are substantially different from those needed in those of earlier times.

Most industries are encountering the same change and new technologies make the modern factory very different to that of a few decades ago.

The jobs aren’t going to come back in the numbers that were once employed, as the New York Times story illustrates with the decline in the working population.

Despite the recovery in US manufacturing, today’s industry is very different to what it was last century, something that’s missed by those advocating a return 1950s style government policies to protect jobs in sectors like car manufacturing.

Even if they are successful in rejuvenating local car factories, cotton mills or coal mines, the days of these plants employing tens of thousands of grateful cloth capped workers are over.

Those politicians whose ideology is based on the old model, or businesspeople who want to work in the old ways, are going to find the modern economy very difficult and challenging.

Image of cotton threads on a weaving machine through jbeeby on sxc.hu

Microsoft’s continued evolution

Microsoft are evolving to a changed market, but can they evolve quickly enough to beat their competitors?

Today’s investor briefing by software giant Microsoft shows the company’s evolution as their markets shift.

Microsoft Chief Operating Officer Kevin Turner broke out the key numbers for the company’s revenues which illustrate just how the company’s business model is changing.

Over half of Microsoft’s revenues are coming from enterprise customers and of the product lines, Office unit makes up just under a third, Server and Tools slightly more than a quarter while Windows has fallen to 25 percent.

Despite the decline in Widows’ revenues, there’s no doubt about Microsoft’s determination to drive the PC upgrade cycle through the retirement of Windows XP as Turner explained.

We have a giant XP install base. But guess what? We’ve made so much progress on that XP install base. It’s down to 21 percent worldwide, and we have plans to get that number to 13 percent by April when the end-of-life of XP happens.

A big part of the change is the shift to the cloud with Turner claiming two hundred percent growth in Microsoft’s Azure services.

Despite the change in Microsoft’s focus, the threats remain with Apple releasing both iOS7 and their new range of iPhones along with Google making their QuickOffice mobile app free to iOS and Android users.

While Microsoft are steering their ship around, the incumbents in other sectors are protecting their positions. In an evolving world, survival is not guaranteed.

Intel and the upgrade cycle

Can the upgrade cycle save Microsoft and Intel as the computer market moves against the once dominant duo?

Once dominant PC industry duo Microsoft and Intel have had their positions shaken with the rise of cloud computing and smartphones. Can the PC upgrade cycle help them reclaim their fortunes?

In the early days of the PC industry, chips mattered. Twenty years ago the release of the Intel 486 CPU was big news and careers rose or fell depending on whether an IT manager chose DX-33 or SX-66 chips for the company’s fleet of desktops.

Today few people care enough to get passionate about what’s driving their smartphone or tablet computer.

Intel, who are currently promoting their new range of Central Processing Units, and Microsoft are in an interesting position as their traditional dominance in server, desktop and laptop computers is being challenged by the rise of smartphones and tablet devices.

For most of the 1990s and 2000s the two companies dominated the PC market so completely that the generic term for the sector was ‘Wintel’ – the combination of Windows and Intel.

A core part of the old Wintel business model was the four year upgrade cycle, that most computers would be replaced every three to five years giving Microsoft, Intel and the rest of the IT industry a ready made market for new equipment.

That business model was broken by Microsoft’s disastrous Vista operating system and never recovered as non Wintel portable devices and cloud computing services took away the need to upgrade a server, desktop or laptop computer every four years.

For Intel, matters weren’t helped by their powerful but energy hungry chips not being suitable for tablet computers and smartphones which further eroded their sales as the market moved to portable devices.

Despite those changes to the marketplace, Intel continue to focus on that four year cycle, at their media lunch in Sydney yesterday they emphasised the costs of running older technology.

They do have a point with their claims that servers older than four years deliver four percent of the computing power but consume 65% of the energy, making those antiquated systems far less efficient than newer equipment.

Unfortunately for Intel many businesses will be looking at outsourcing their servers to the cloud when the next technology refresh comes along, so the energy and efficiency arguments are a different matter.

On the desktop, things are somewhat different as most workers still prefer to work at a PC and Intel do have a case for upgrading both business and home systems.

Probably the biggest opportunity will be Microsoft’s pending retirement of Windows XP which will see a wave of business and home users who’ve been content with decade old computers looking at moving off systems that are no longer supported.

Another feature going for Intel and Microsoft are newer computer technologies such as touchscreens and Intel’s own wireless display technology, branded as Wi-Di, which older systems can’t support.

Whether this is enough to entice technology addled consumers and businesses across to new systems remains to be seen, but it’s a challenge for both Microsoft and Intel to reclaim their once dominant market positions.

Solomon Lew and Australia’s perfect storm

Australia’s retail leaders are helpless in the face of change they don’t understand, the rest of the nation faces the same problem.

One of Australia’s leading retailers, Solomon Lew, joined the conga line of business whiners this week with complaints that the recently departed Labor government had been bad for his industry.

Yesterday I posted an interview with Susan Olivier of Dassault Systemes about how the retail and fashion industries – Solomon Lew’s businesses – are being radically changed by technology and changing consumer behaviour.

Lew, along with most Australian retailers, has completely missed these changes and instead remained focused on their 1980s model of screwing down suppliers while charging customers high prices for poor goods and substandard service.

Now that 1980s business model has come to an end Lew and his other retailers like David Jones’ Paul Zahra, Myer’s Bernie Brookes and, most vocal of all, Gerry Harvey bleat about government taxes, high labour rates and almost anything else apart from the obvious factors they can fix themselves.

Bigger storms ahead

Along with the two factors Olivier identified, there’s two much bigger factors threatening Australian retail – the tapping out of the credit boom and the aging population.

The aging population is simple, consumer tastes are changing as the population ages and the need for conspicuous consumption and the latest fashions tapers off as one gets older. The demographic boom of the late Twentieth Century is over.

More immediate though is the tapping out of the credit boom, since the Global Financial Crisis Australians have swung around to be net savers which immediately pulls a large chunk out of the discretionary consumer spending pie which had kept the retail industry ticking along through the 1980s and 90s.

Another aspect is the end of the home ATM – while Australian Exceptionalists deny this happened down under, it certainly did as banks sought to ‘liberate’ the equity householder had locked in their properties. This too fuelled the credit boom.

Perversely we may be seeing the home ATM receiving a reprieve as Australian property prices accelerate from their already bubble-like levels, however that short term sugar hit for retailers and the economy is only creating bigger problems for the country’s merchants.

Funding an uncompetitive economy

Contrary to the bleating of Australian retailers, the biggest problem facing the sector is the nation’s high rents and property prices.

For consumers, those huge rents and huge mortgages take money that could otherwise be buying more consumer goods, at the same time retailers are being slugged by some of the highest rents in the world, pushing up their costs and reducing competitiveness.

That lack of competitiveness is affecting all parts of the Australian economy, particularly tourism, and the retail industry isn’t immune to those forces.

Anyone who visits an Australian eating establishment will have experienced this, personally I had another experience last night at a pub that charged $4 (3.70 US) for a soda water.

This wasn’t a trendy downtown bar but a pub in a lower middle class suburb with two overworked and under trained young bar staff. During the three hours there, our table of six was cleared once.

Swiss prices coupled with service that would be barely acceptable in a 1970s outback Queensland roadhouse is not the formula for a successful economy.

The business challenge

Which brings us back to Solomon Lew’s whinge about the government, Sol handily overlooks the previous government’s stimulus packages which kept the nation out of recession and put money straight into his and other retailers’ pockets.

There’s a lesson there for the Australian Labor Party that the tweedle-dum, tweedle-dumber strategy of offering near identical corporate and middle class welfare policies to the Liberal Party is not going to win you friends with the nation’s business sector and its entitled leaders.

For the incoming Liberal government, it is faced with the challenge of making Australia a competitive, high-cost economy along the lines of Japan, Switzerland or Germany.

It’s hard to be optimistic about the Abbott government meeting this challenge given the bulk of its ministers are holdovers from the previous Howard Liberal government that was largely responsible for Australia flunking the transition to being a high cost economy along with institutionalising a middle class welfare culture into Australian society.

Even if Abbott does genuinely attempt to address Australia’s lack of competitiveness, he can be sure he will get absolutely no help from the whingeing captains of the nation’s industries, as Solomon Lew has shown.

While Solomon Lew and the Australian managerial class struggle with their perfect storms of economic, demographic and technological change, the nation also faces those headwinds.

Hopefully for Australia there are capable leaders who can navigate those storm waiting to take the helm.

Fashion’s move to digital commerce

The fashion and retail industries are undergoing radical change as ‘digital commerce’ takes hold according to Dasault Systemes’ Susan Olivier.

How does 3D design change the fashion industry? Susan Olivier of Dassault Systemes sees ‘digital commerce’ driving fundamental changes to fashion and retail businesses.

For slower retailers and fashion houses, this move to digital commerce threatens their very existence.

‘Digital commerce’ is more than just e-commerce in the view of Olivier, Vice President of Consumer Goods and Retail of the French 3D design software house, it’s a bringing together of technologies that alter the relationship between customers, retailers and designers along with the manufacturing and logistics companies that bring the products to market.

Retail’s two big challenges

Olivier sees the two biggest challenges to the retail industry as being the 2009 downturn of the global economy and the rise of the connected consumer.

The downturn forced manufacturers and retailers to examine their supply chains, product design and manufacturing to squeeze out inefficiencies along with understanding consumer sentiment better.

Designing for inner beauty

“They found they could work differently with suppliers, how do I design for cost?” Asks Olivier, “how do I work on designing for what we call for ‘inner beauty’ and maybe change the inner design to take out costs without hurting performance or visual performance?” Olivier asked.

“Those brands who survived are those who learned to do both things very well – work better with consumers and work better with their supplier base.”

Who has the power?

“Consumers on the other hand found ‘we have the power’ coming out of the down global economy,” says Olivier. “When consumers buy on price then brand loyalty gets strained.”

The connected consumer also adds further risks for retailers as customers are now better informed than ever before.

“If retailers aren’t careful, she knows more about the product than the poor staff on the floor does and she knows which stores have it in inventory than the poor staff on the floor does.”

Bringing together the digital continuum

One of Olivier’s areas of expertise is in Product Lifecycle Management (PLM) – planning the design, manufacturing, marketing and retirement of various products.

A notable feature of modern the modern consumer goods industry is the compressed life cycle of products, “it used to be a life cycle was 18 months,” says Olivier. “The goal was to get it below 12 months, for many brands it’s now 12 weeks.”

A scenario Olivier gives is the design process where a rapid virtual prototype can be shared across manufacturers, store managers and focus group.

“I can create models in 3D and look at different options,” says Olivier. “How’s the outsoul of this shoe going to perform with this upper? Is it comfortable if I make changes? I might send a sample to a 3D printer before I make the mould.”

“I can share it with my visual display teams and my store managers and I can share it before I commit to production and get feedback from my stores and I can share it with my consumer focus groups. ”

“Now I have the power to do that weeks or months in advance before having to put the knife to the goods.” States Olivier, “that’s a completely different way of connecting the way companies think about product, bring it to life and bring it to market.”

“Those are the kinds of things we’re enabling when I talk about bringing together the different points of the digital continuum.”

“Now I’m in store I want to take the same images to educate my sales staff. I want them to take a tablet device and show the consumer what is in inventory, not just in this store, and I can have it shipped to their home within 24 hours.”

“So that’s why I’m saying ‘digital commerce’,” says Olivier. “It could be online, it could be a kiosk in the store, it could be an iPad the sales assistant has in front of them.”

Susan Olivier’s digital commerce model is the present day reality of retail – today’s merchant has to be across consumers’ sentiment along with working closely with suppliers to get products to get products to the customer quickly. The old ways of selling goods, particularly fashion, are over.

Privacy’s still beating heart and the social media challenge

The changing habits of younger web surfers are challenging the assumptions underlying social media services.

“I’m not a very public person,” twenty-two year old Walter Woodman tells the New Yorker in How A Relationship Dies on Facebook.

One of the assumptions of the social media industry is that digital natives, those born after 1990, have little if any expectations of privacy. The New Yorker story challenges that idea.

Much of the New Yorker’s background is taken from the Pew Centre’s May 2013 report Teens, Social Media and Privacy which interviewed 802 US teens and their parents to identify young adults’ attitudes towards privacy.

As the Pew Centre’s Mary Madden wrote in a follow up post to that report, US teenagers aren’t about to about to abandon Facebook yet but they are concerned about privacy and the work involved in managing an online persona.

While some of our teen focus group participants reported positive feelings about their use of Facebook, many spoke negatively about an increasing adult presence, the high stakes of managing self-presentation on the site, the burden of negative social interactions (“drama”), or feeling overwhelmed by friends who share too much.

This suggests a far more mature, and complex, understanding of privacy by teenagers than many of the social media boosters assumed when declaring that privacy is irrelevant in the Facebook era.

Like their parents, teenagers and young adults know there are consequences for sharing too much online which challenges the social media platforms that have built their businesses around users spilling everything about themselves into the big data pot.

It turns out digital natives are just as conscious of the risks as their parents, although how they handle it may manifest in different ways, and the assumptions of many social media businesses aren’t quite as robust as they appeared not so long ago.

Navigating the future of accounting and business with the cloud

Cloud computing is changing the accounting profession and many other businesses with it says Steph Hinds of Growthwise accounting

Steph Hinds of Newcastle accounting firm Growthwise is one of the new breed of business advisers using cloud and mobile technologies to change her profession.

At the recent Sydney Xero Conference I had the opportunity to speak to her about some of the ways her business is changing.

The interview with Steph as part of the Decoding the New Economy YouTube channel covers how the accounting profession is changing, what industries are being the most affected and where she sees the growth opportunities for her businesses.

Like many other professional services industries, the big change Steph sees is how accounting is moving from being based upon client transactions to requiring much deeper relationships with clients.

“The transactional model has been commodified completely,” says Steph. ” I started as a trainee accountant and we had those big ledger books and I was coding things and I’d go through cheque butts to enter them into the system.”

“Now all of that work is done for you.”

Like Xero founder and CEO Rod Drury, Steph doesn’t see this change as being generation based with older accountants adopting technologies as quickly as their younger counterparts.

However legacy systems do hobble existing businesses with both Xero and Growthwise finding 40% of their clients are new, startup businesses.

“We’re finding a lot of new businesses are starting up now,” says Steph. “it is so easy to setup in business, we’ve advised a lot of accountants that rather than spending five hundred thousand dollars to buy into a practice, you can spend ten thousand dollars on licenses and a laptop and all of a sudden you’re really in business.”

Changing the building industry

Steph sees the opportunities being in retail, hospitality and trades where being are struggling with paperwork and need fast responses in a customer driven market. The building trades are one of the big areas Steph sees for growth.

“Guys not having to drive to the office to get their instructions and their things for the day, not having to drop off timesheets, getting paid on the spot and billing on the spot.”

“We see traditionally see trades, particularly in the building industry as having cashflow issues and people go bust,” says Steph. “I think this is a huge opportunity to change things.”

Having information is at managers’ and proprietors’ fingertips is one of the benefits of cloud services and Steph also sees the app ecosystem, providing plugins like mobile job management are very powerful.

“The big data angle, for benchmarking – we have real time access to our clients’ data and how they are doing against industry benchmarks and being able to help clients,” says Steph.

Steph Hinds and Growthwise are examples of how the business world undergoing a dramatic change as the information and systems that were once only available to big business can now be accessed by anyone.

The real digital divide lies between the business who are prepared to grab the opportunities and those who are happy doing things the way they’re done today.