The Keynote speaker was the European Commission’s Vice President – Antonio Tajani, who stated that the “goal is to double the amount of commerce online by 2015”.

(Yes that’s me at 2.20)

“The Internet Economy contributes 10 – 20% of GBP” According to Matt Brittin (VP of Sales and Operations in Google). Just think how fast that will increase in the coming three years!!

On the agenda were taxation issues about cross boarder selling within the EU and the difficulties that arise based on outdated systems for dealing with VAT on exports. Another topic raised was delivery and I was really surprised / unimpressed with some of the businesses that we purposely turning away sales and profit because they we’re willing to get their business systems in place to export.

One of the major area’s of concerns I raised is the new European Distant Selling legislation rewrites, which are due to come into effect in the coming weeks. It’s one of those legislation moves that has been written without real input from those at the coal face and while trying to encourage small business is it’s goal, it has the adverse effect in some areas.

At the event a new initiative by the Lisbon Council was announced called the S1ngle Market Entrepreneurs aimed at supporting digital entrepreneurs, which is a very worthwhile project as it’s widely agreed new markets are going to be the next big employers.

A big thanks to EBS and the Irish Daily Mail, who are the stations co-sponsors and the Alexander Hotel in Dublin who donated a suite for us to base the studio in. Here’s a quick look at the set up:

Christmas FM will be back in 2012 bigger and better then ever. I look forward to talking to you on air then.

Audi bring out a campaign with the latest model and says it like it is… They are going after the BMW market. The slogan reads, “Your Move BMW”. The local BMW dealer erects a banner four times the size with it’s latest product and counters “Checkmate”.

I’ll be Joined on stage by some of the top minds in the Digital Marketing space for the Industry Panel discussing Strategies and best practices for return on Investment in Digital Marketing. The panel consists of David Sneddon (Google), Roy Pryce (Microsoft), Darren Glynn (Paypal) and Myself.

Also on the day will be talks from Done Deal, The Telegraph and Hostel World as well as the key note address from one of Ireland’s top Digital Entrepreneurs Dylan Collins. For those who don’t know Dylan check out the below vid.

The conference is a bargain price at €135 as I’m confident that attendees will leave with actionable information to increase their business massively. Normally at this time of year I’m complete out of the speaking circuit as it’s peak Halloween Costumes time, but I really believe the digital arena is an area where Ireland’s economy can be dragged up by the scruff of its neck. Hopefully I’ll see some of you at the event.

Tickets Available here

Honey Monster Costume

Burger King Halloween Costume

The Juxtaposition of customers adopting brands that represent them in their Halloween Costumes isn’t suitable to every brand, but if you have a brand with a character it could be massive untapped potential. Certainly for a new brand wanting to make a splash and that has a decent TV and Billboard budget, it’s worth considering should you create a character with this as part of your strategy. At the moment my industry is actually paying the brands to license their characters, however I expect come next year the tables may turn and they will infact be aggressively encouraging it.

The Irish Internet Association have shortlisted one of my businesses, The Costume Shop.ie, and myself for the award of best online trader 2011. The annual competition is part of their net visionaries, which celebrates leaders in the online and digital market place. It’s a public vote to decide the winner so if you have a spare 5 seconds, a click and a vote on the below would be most appreciated.

http://www.iia.ie/net-visionary/vote/34

Marine Electronics Website

This is the first web venture taken on by Zatori which is specifically targeted at more than one country as today all are ventures, while big exporters, were developed to predominately serve one country – Ireland or India in the case of The Costume Shop India.

We’ve teamed up with several of the industry market leaders such as Raymarine, Lowrance, Simrad, Cathelco and B&G Marine, to offer a wide and varied range of equipment to suit every size and shape of small boat, yacht and fisheries vessel. We’ve also started to partner with installation firms accross Europe who our customers can use to fit the equipment on the vessel.

Using our experience, superior technology and extremely lean distribution center, MarineElectronics.eu is shaping up to be a great success with much interest from customers from every corner or Europe already visiting the site. It’s early days and the sites content is growing rapidly, but these are very exciting times in the Zatori Offices.

Merchant Fee Increases

A €500 purchase last year paid by Laser card would have cost the retailer roughly 15c. The same purchase for the same customer & amount this year, using their spanking new Laser replacement, Visa Debit Card, would cost the retailer €7.75 – An astonishing 5,100% increase in their fee’s on the transaction with the flip of a switch! The change happened because by moving from Laser which is a fixed fee charge to a Visa debit, they “can” charge a percentage commission on. Banks are one of those institutions which you tend to have as little contact with as possible, you assume if there is a change in their rates they will pass them on, like when the ECB change interested rates your mortgage changes too.

The above is a personal example from My Merchant Bank – Elavon, however other banks are also benefiting, some only taking double digit increases in the fee’s. As I’ve said before Merchant bankers are probably our least regulated banks in Ireland.

Now what really gets me is when I happened to stumble across this injustice and bring it to their attention, they “offered” to reduce the 5,100% rate increase to a MERE 360% increased fixed fee, but there is a further cost too for this mere increase. If you fix the fee at 54c, up from 15c, but better than 1.55%; Should someone spend only 5Euro, their cut on the transaction is over 10%. One way or another they will squeeze some money from the stone.

Now put this in perspective of your business. How much is this change in a technicality going to cost you? And were you aware of it? If you want to fix your fee on transactions via Visa Debit it is possible, so you will need to approach them and request to negotiate the deal. The problem with negotiating with these banks is there is no real leverage. They hold all the cards and competition amongst them is extremely poor, in my experience it’s been a tale of who’s the least incompetent to preform what is an automated function once you’re set up.

So rather than just take it on the chin and complain, I propose we do something about it. Lets get some leverage and form a buying group, with this group we use the combined buying power to not only lower or bring back transaction prices to, wait for it, “the good old days of the 2008″; but also we could insist on basic common decency like responses to calls and emails within 48 hours and advanced warning on when ‘minor’ changes in their industry are about to set us back tens of thousands on our balance sheets.

Very interested in your thoughts and comments below, If your interested in the buying group for merchant services (companies big & small welcome) send me a message on Twitter @Ronanob.

———————————–# Update 12/08 #———————-

As a further comparison, UK retailers are paying 12p to process visa debit cards Vs our 1.55% variable or 55c fixed fee options. Its yet another reason why Ireland is such an expensive country to do business in and has difficulty in competing in the export market.

———————————–# Update 16/09 #———————-

Thanks to all who have joined the buying group, I’ll be sending around information next week via email. In the mean time I really must stress that if you have a merchant account you should contact your merchant bank to find out if you are on a fixed or variable rate for visa debit and make an informed choice which provider is now offering the most suitable rates.

All of the merchant banks have been very willing to participate in quoting for the group so I believe we have a very fair process in place now, buying rates will reflect the merchants risk level, turnover and industry so that everyone is treated fairly. In the process Elavon have met with me and taken on board suggestions to address other concerns I had and make improvements in their security, which is a very positive step forward. I’ve also been impressed with AIBMS who have changed a good deal since we worked with them some years ago.

I still believe the industry has a long way to go however there is signs of competition and “a customer centric” approach, which is a very welcome insertion. Thanks to all of those in the media who featured this blog post in their newspapers, radio shows and tv news.

The talk focuses on the basics of online business and how to use data to work out conversion rates, then implementing an equation to make the requirement of a “marketing budget” a thing of the past as the marketing cost becomes a variable sunk into the sale price on each unit sold.
Ronan athlone presentation 21.6