The Extranet - How Advertising Agencies Can Choose

An extranet is an extension of your company's internal network that allows outside users to provide and access information in a secure environment. Like an intranet, it is web browser based, making information available on any computer without any special equipment. However, an extranet does require extensive security and may need special software to provide user authentication and to encrypt data.

Extranets are used to extend your business applications to suppliers, clients, vendors, customers or other businesses. They make sharing data simpler and more cost effective. Extranets have even allowed companies to save money from an unexpected source -- allowing employees to telecommute. As a result, a company can save on the cost of maintaining on-premises offices and equipment for these employees.

Some uses of extranets include:

Supporting day-to-day collaboration by service companies who need to share and organize documents with their clients

- Exchanging billing invoices and payments through Electronic Data Interchange (EDI)
- Sharing online catalogs with suppliers, vendors and customers to eliminate printing costs
- Entering into joint ventures with other businesses
- Collaborating with other companies to develop training materials
- Providing online services to customers

One of the best known extranets in the word is the UPS package tracking system. Most people don't realize that they are using an extranet to track their packages, but they are. The customer, whether business or individual, logs in to the UPS network over the internet to see where their package is and when it will be delivered.

How to choose an Extranet
As with all ad agency software, when choosing an extranet there are a variety of choices, each with its own strengths and weaknesses. Here are some questions to ask yourself as you examine the alternatives:

1. Does it support the way you work now? If you have to change the way you work, it's possible that your staff will be reluctant to use it. The extranet design should allow you to move forward without upsetting the way you and your clients currently work together.

2. Will your staff and client want to use it? The more complex the extranet, the less it will be used. Consider carefully the features that you really need, and choose an extranet that offers only those features. That will assure that it's easy to learn, and easy to use.

3. Does it have the tools your agency needs? Make sure that the extranet supports all the applications used in agency/client collaboration. For instance, assure that it will stream audio and video. And look for tools that allow you to create folder structures that mimic your current approach to communicating, filing work, etc.

4. Today, clients have less and less time. Projects are moving faster and faster, and there is less administrative support available to both client and agency.

An extranet addresses these issues directly, and offers the advantage of having all pertinent information available 24/7 from literally anyplace on the globe, within a highly secure environment. Ultimately, the case for an extranet is driven by everyone's desire to be more efficient and effective, with less frustration and aggravation.

Like intranets, large companies have been using extranets for years. The need for special software, firewalls, and trained personnel put them beyond the means of smaller businesses. However, like intranets, extranets can be purchased from application service providers who will host and maintain the extranet software and "rent" access at a cost substantially lower than implementing and maintaining an internal system.