Business-to-Business Relationship in the American Express OPEN - Essay Example

The paper "Business-to-Business Relationship in the American Express OPEN" is an outstanding example of an essay on e-commerce. American Express OPEN is an American E-company concentrating on helping small business owners to succeed in their endeavors. American Express OPEN’s core focus encompasses the provision of adequate and up to date information that will enable small businesses to excel like others that have managed to do so (American Express, 2012). Mainly, this is via first giving an example of similar businesses, which are presently thriving globally despite their limited resources when they were starting, for instance, Zappos.com. Hence, its core purpose is the provision of information and emphasis on the small business to take advantage of social sites in order to market their products and services (American Express, 2012). Since the entire global population is currently available online where getting its attention is remarkably easy and fast. This is contrary to the past where corporations or businesses in order to succeed, they used to pump a lot of money in doing physical advertising.
Despite the site’s core purpose being the provision of up to date information to the small businesses, it also contacts other services. Mostly, it appears more of an advertising website at first glance than an informational source, though it is exceptional in providing the small business owners what they require (American Express, 2012). However, in attaining its effective assistance, it is mandatory for business owners to create self-manageable accounts with the company. Since the site’s management perceives it can only help their users effectively if they know their businesses background. Therefore, the site has provided a section for creating accounts where its daily users are able to log in and Logout once they are through with their work. This limits numerous people who may end up avoiding it for various reasons (American Express, 2012). For illustration, some belief in the provision of very essential information regarding one’s business while seeking help, it may leak out to the competitors despite guaranteed adequate confidentiality.
American Express OPEN’s site is extremely friendly and easy to navigate. This is because, before moving from one section to another it does not require one to click any section to load to view what it contains. The only task is to place a cursor over each of the four sections where a short, pull down summary list emerges, for example, in the Forum section (American Express, 2012). This is contrary to other websites like Amazon. Since, when one places a cursor on the side menu, it's summary list tends almost covering the entire center of the site.  American Express OPEN’s easy and navigable site offers online users particularly minimum duration (seconds) while searching, where most of them do not have much time. Besides, the site also presents a remarkably conducive atmosphere for growth owing to its provision of diverse information, which ranges from political to business highlights (American Express, 2012). This is to motivate its users even though some may decline to create personal accounts with the company to receive further helpful information.
The American Express OPEN’s method of interacting with its users effectively entails creating self-manageable accounts with the company. This is to enable its users to manage their accounts effectively and avoid any occasions where unauthorized persons may access their confidential information (American Express, 2012). Since, this is a business-to-business relationship where one’s competitors or any other unauthorized people once they access another enterprise’s information, may turn out to be seriously detrimental.