First published in Aurora’s first edition in July 1998

The Internet, the Internet! Everywhere we go – shaadis, mangnees – everybody’s talking about it. Now let’s face it, the Internet may be a great toy for the kids, and yes, even I can manage to get some valuable information from it; so what? Why should my company spend thousands of rupees on something which is hardly yielding anything? I don’t think it’s worth it for just a web address on the company stationery. Or is it?

Within the past two years, the Internet has emerged as a fundamental information medium and has created much enthusiasm, from Boston to Beijing. Our sociological and economic structure is being rewritten, the corporate world is dramatically realigning its strategies, and individuals are showing a long-inhibited eagerness to explore it. The Internet and the countless possibilities associated with it are quickly reshaping the way we conduct business and redefining the way we relate to one another. According to the IAB (Internet Advertising Bureau) , online ad spending hit $214.4 million in the second quarter of 1997, up 313% from the same period in 1996. Of that total, 30% was spent on promoting consumer products.

So what if it’s changing the world – what good is it for my business in Pakistan? Ever wondered about how many Pakistanis live outside Pakistan? It’s getting difficult to find a person who does not have an uncle in Riyadh or a brother in Houston. What about all the Internet users in Pakistan? All these ISPs must be getting money from somewhere! What is the best way to reach these people? There is only one medium which is used by pretty much everybody regardless of where they live; you got it: the Internet.

Let me give you a small example. There are many Pakistanis out there who want to invest in property in Pakistan. How do they proceed? Normally, they would have to either go by word of mouth or make a long trip to Pakistan to find something suitable. Let’s say that an estate agent decides to place an ad on the Internet. Now he will be able to reach these potential investors. They can communicate by email and get all the required details without even leaving their desks.

How many expatriate Pakistanis actually use the Internet? Good question. DAWN – the Internet Edition (http://DAWN.com/) has in excess of 9,000 readers per day. The majority of these are Pakistanis. Just this site alone can provide a pretty good market for any company.

So what does all this mean? If I were to tell you that there is a new development going on in the very north of Karachi. It has the affluence and education at the levels prevalent in Europe and North America. It is extremely easily accessible. There are no interfering government regulations. What would any entrepreneur want to do? Grab that market. The Internet is that market.