在线旅游服务和传统旅游比较外文文献

外文参考文献译文题目出处：ComparisonofTraditionalandOnlineTravelServices:ATheinfluenceoftechnologyintransformingourlivesneedsnomention.Ithasbeenoverwhelmingandtransformationalinmorewaysthanone.ThecomparisonisstarkerwhenweobservehowInformationandCommunicationsTechnology(ICT)ingeneralworldthatneverrests.Thistechnologyhasimprovedovertimeandhasgoneastepfurther-ithasopenedupimmensepossibilitiesforaflourishinge-commercebusiness.BuyingandsellingontheInternettodayhasreachedubiquitousproportions.ThisconceptnoteexplainshowthetraditionaltravelservicesmodelchangedwiththeadventofInternet,resultingindisintermediation,andforcedtraditionalserviceproviders,GlobalDistributionSystems(GDS)andotherstomigratetothenewmodel.Today,theconsumerisincreasinglylookingatconvenienceandcomfortatnocost/burden.Thechangeisnotwithoutapriceforthesellersthough.Initialinvestmentsinthebusinessarehigh,butexpertssuggestthatthelong-termgainsareimmeasurable.NoteverythingissmoothevenforamediumliketheInternet.Expertsandresearchersopinethatalthoughthescopeoftechnologyisimmense,ithasitsownlimitations.Thisnoteisapartofalargerstudythatcoversonlinetravelandassuchisveryintroductoryanddescriptiveinnature.Itisadeliberateattemptbecausetheobjectivehereistoinformthegeneralreaderabouttwotravelservicedeliverymodels-one,traditional,andanother,technology-based-compareandcontrastthem,highlighttheroleoftheserviceprovider,theintermediaries,thetravelagentsandtheconsumer.ThenoteconcludeswithsuggestionsthatthefieldoftravelservicesresearchisvastandanopenareainIndiawhereindustryandacademicresearcherscancollaborateandbenefit.TheIndiantravelindustryisrapidlychanging.Manyofthesechangesaresynchronouswiththechangestakingplaceglobally.Thesechangespromisetousherinaneraofconvenienceandcomforttothecustomer.Forquitealongtime,thetravelservicesbusinesshadnotwitnessedanymajorchangeandwasdeeplymiredintradition(Middletonetal.,2009,p.242).Butinthelastdecadeorso,theinfluenceofInformationandCommunicationsTechnology(ICT)ismostvisibleinthisindustry.IndustryreportssuggestthatICTingeneralandInternetinparticularhashadaquickandpervasiveinfluenceoverhowthebusinessisgettingdesignedandtransactedinthetravelservicesmarket(Middletonetal.,2009,p.242).Morespecifically,theimpactofICTandInternetisbeingfeltinthewayservicesaregettingdistributedinthemarket.TheuniquecharacteristicsoftheInternet,suchasinteractivitybetweenmanufacturerandconsumer,addressabilityforindividualcustomer,andtheabilitytodistributedigitalgoodsimmediately,offerpotentialcompetitiveadvantagesoverthetraditionalmarketingmedium(Petersonetal.,1997).BecausetheInternetlacksdistanceandtimeconstraints,sellerscaninternalizethetransactionfunctionpreviouslyheldbyintermediaries(Wen,2006).TounderstandtheimpactoftheInternet,theauthorswouldliketotaketheexampleofthetourismindustry.TheUnitedNationsWorldTourismOrganization(UNWTO)projectsthatthenumberofinternationaltouristarrivalswillseeajumpetal.,2009,p.4),includinginboundandoutboundtourismbesidesdomestictouristarrivals.1TherapidgrowthofthetourismindustryrequiressophisticatedInformationTechnology(IT)formanagingtheincreasingvolumeandqualityoftourismtraffic.Studiesindicatethatmoderntravelersdemandmorehighqualitytravelservices,products,informationandvaluefortheirmoney(Christian,2001).Theemergenceofnewtourismservicesandproducts,coupledwitharapidincreaseintourismdemand,hasdriventhewide-scaleadoptionofITingeneralandtheInternetinparticularasanelectronicintermediary.Inotherwords,theInternetservesasanewcommunicationanddistributionchannelfore-travelersandsuppliersoftravelservicesandproducts.Thisnewchannelenablesbusinessestoimprovetheircompetitivenessandperformance(Lawetal.,2004).TotheextentthattheInternetenablese-travelerstoeasilyarrangeandpurchasetheirownservices/products,thefutureoftravelagencies-thetraditionalintermediary-becomesuncertain(Lawetal.,2004).Becausetravelandtourismisaninformation-basedindustryandcustomerdecisionsarehighlyprice-sensitive,ithasbecomeoneofthenaturalleadindustriesontheInternetLawetal,2004).TheInternethaschangedtourismconsumerbehaviordramatically(MillsandLaw,2004).Prospectivetravelershavedirectaccesstoamuchgreaterwealthofinformationprovidedbytourismorganizations,privateenterprisesandincreasinglybyotherusers/consumers.Customerssearchfortravel-relatedinformation,makeonlineair-ticketbookings,onlineroomreservations,andotheronlinepurchasesthemselvesinsteadofrelyingontravelagenciestoundertakethisprocessforthem(Morrisonetal.,2001).hespeedofcomputerdataprocessinghasalsomeantthatmanagementinformationisavailablealmostinstantaneously,enablingthefine-tuningofmarketingandoperationaldecisionsasbookingscomein.Closemonitoringofbookingpatternsformsthebasisofyieldmanagementsystemsinwhichpricesareraisedorlowereddailyorhourlytoencouragebookingsonlesspopulardatesorincreasetherevenueyieldfrompopularones.Intravelandtourism,itisthecollectionandanalysisofdatastreamsthatnowflowcontinuouslythroughdistributionchannelsandbookingsystems,whichprovidetheinformationbaseforthestrategicandoperationaldecisionsoflargeorganizations(Middletonetal.,2009,p.244).Internetoffersnewandcheaperwaystodistributetravelproducts.Suppliersdeveloponlineportalstooffertheirinventoriesofairlineseats,hotelrooms,andrentalcars.TheseportalslaterbecomethedisintermediatorsoftravelagenciesandGDSsincetheyaree-mechanismsuppliersusedtotransactdirectlywiththeconsumers.Theyactasanelectronicextensionofthesuppliers'reservationoffices,whichareavailableforconsumerswhoprefertopurchasetheirproductsdirectly(Middletonetal.,2009).AschematicrepresentationofhowthetraditionalmodelandInternet-basedmodelsreachouttotheconsumerisshowninFigure1.Suppliers(airlines/railcorporations)believetheynolongerneedanintermediarytoselltheirproducts.DirectmarketingontheInternetiscuttingintothetraditionalintermediaries'business.UsingITtodevelopandtightensupplychainrelationshipscanreducecostsandbringhigherqualitytravelproductstothemarket.Thistechnologycanalsocontributetominimizingtransactioncosts,loweringuncertainty,sharingmarketinformation,andaidingindistributionchannelefficiency.Providingcomputersystemsthatintegratetravelbusinesseswithsuppliers,distributors,andretailersisthefirstcrucialsteptowarddevelopingasuccessfule-commercebusinessmodel(Granadosetal.,2008).ThesignificanceoftheInternetandtheWorldWideWebfortravelandtourismisthatinformationonceaccessibleonlytotravelagentswithlinkstoGDS(acollectionoforganizationsthatarelinkedbymultipleplayerslikeairlines,hotels,banks,railservices,etc.)istodayaccessibletoanyonewhowishestosubscribeoruseit.TheGDShascreatedaglobalmarketplacebasedentirelyoninformationprovisionandexchangetransactionsinwhichdetailedinformation,forexample,onpricesandavailability,ischangingeveryfewseconds.Itcomprisesmultimediainformationtosupportconsumerdecision-making;itsupportsglobaltransactionsandbookings,distributesticketingandinvoices,andcollectsinformationaboutcustomersthatistransferredimmediatelyontodatabasesavailableformarketingresearch.TableA1intheappendixgivesanestimateofhowdifferentregionsacrosstheworldwillperformoninternationaltourismarrivals,whichinturnisanindicationthattechnologywillplayaleadingroleinintegratingserviceproviders,onlinetravelagenciesandtheGDSwiththeconsumer.InastudyconductedbyJ.D.Power(2008)2tounderstandthepreferredmethodofchannelthatisbeingusedworldwidetobookaflightticket,consumersratedonlinewithapersonalcomputerasthemostpreferredmethod(50%)whencomparedtocheck-in-desk(32.5%).Allthisgoestoprovethattechnologywillincreasinglyplayacriticalroleinconnectingtheconsumerwiththeserviceproviders,althoughtherateofchangemaynotbethesameallacrosstheworld.Inthenextsection,aportionofsomeimportantliteratureintheareaoftravelservicesandtechnologyismentioned.eReviewPorter(2001)isoftheviewthattheInternetcreatesbothpositiveandnegativetrends.Forinstance,theInternettendstodampenthepowerofchannelsbyprovidingcompanieswithnew,moredirectavenuestocustomers.Italsoboostsanindustry'sefficiencyinvariousways,expandingtheoverallsizeofthemarketbyimprovingitspositionrelativetotraditionalsubstitutes.ButthenegativesoutweighthepositiveaccordingtoPorter.Internettechnologyprovidesbuyerswitheasieraccesstoinformationaboutproductsandsuppliers,thusbolsteringbuyerbargainingpower.TheInternetmitigatestheneedforsuchthingsasanestablishedsalesforceoraccesstoexistingchannels,reducingbarrierstoentry.Byenablingnewapproachestomeettheneedsandperformfunctions,itcreatesnewsubstitutes.Becauseitisanopensystem,companieshavemoredifficultymaintainingproprietaryofferings,thusintensifyingrivalryamongcompetitors.TheuseofInternetalsotendstoexpandthegeographicmarket,bringingmanymorecompaniesintocompetitionwithoneanother.Someofthemostprofoundimpactsoftechnologyonindustryhavebeenintheareaofmarketingchannels.Petersonetal.(1997)areoftheopinionthattheInternethasthefollowingcharacteristics:*Theabilitytoinexpensivelystorevastamountsofinformationatdifferentvirtuallocations.*Theabilityofpowerfulandinexpensivemeansofsearching,organizinganddisseminatingsuchinformation.*Interactivityandtheabilitytoprovideinformationondemand.*Theabilitytoserveasatransactionmedium.*Theabilitytoserveasaphysicaldistributionmedium.*Relativelylowentryandestablishmentcostsforsellers.ThereisnoothermarketingchannelcurrentlythatpossessesallthesecharacteristicsManyexpertsexpectthattheglobalelectroniccommercemarketwilldramaticallyimpactcommerceinthe21stcentury.ByusingthecommunicationcapabilitiesofferedbytheInternet,marketerscanenhancecapabilitiestobuildandmaintainrelationshipwiththeendcustomeriTheInternetisahighlystructureddistributionnetwork.Itisdesignedforone-to-many,many-to-manyandmany-to-onetypesofconnections,whereastraditionalchannelsarecharacterizedbymassmarketingandmanufacturerorretailer-centricconnections(Iacobucci,1998).Rosenbloom(1999)isoftheopinionthatInternet-basedtechnologyextendsthefunctionstraditionallyofferedbyintermediariestobridgethegapbetweenthesellers'offersandcustomers'wishesinthetransactionprocess.Itispossiblethatthemiddlemanfunctionsbetweenproducersandconsumersarebeingeliminatedthroughdigitalnetworks.Thisprocessistermedasdisintermediation(Potzl,2000).ManyresearchershavearguedthattheInternet'scapabilitiesasacommunication,transactiondistributionchannelarenotuniformforalltypesofproductsandservices(Albaetal.,1997).Petersonetal.(1997)developedathree-dimensionalschemeinordertoidentifyproductsandservicesthataresuitableforelectronicretailing.Basedontheirstudy,itcanbeseenthatsomeproductswhicharehomogenous,commoditytypeorcompletelysubstitutablegoods,aresuitableforelectroniccommerce.Vijayasarathy(2003)arguedthatconsumerswillbeinclinedtousetheInternettoshopforintangibleratherthantangibleproductsbecauseofsandservices.Thesecondreasonhecitesisthattheserviceprovidersareabletooffercompetitivepricesforintangibleproductsandservicessuchasairlinetickets,travelpackages,insurance,financingandbrokerage.Themotivationforofferinglowerpricesisbasedonlowertransactioncostsandfeesandthedesiretoeliminateorreducethenumberofintermediariesinthetraditionalchannel.Whenserviceproviderseliminatetheintermediariesinthetraditionalchannel,theycreatenewintermediariesintheelectronicchannel(Potzl,2000).andliteraturesections.Inthenextsection,welookathowindividualconstituentsplayasignificantroleintransformingthetravelbusinesswhileatthesametimegettingimpactedbyit.Morespecifically,welookattheconsumerfromabehavioralperspective,theroleofintermediariessuchasGDS,OnlineTravelAgents(OTA),andtheroleoftheserviceprovider.TheConsumerICTsenabletravelerstoaccessreliableandaccurateinformationaswellastoundertakereservationsinafractionoftime,costandinconveniencerequiredbyconventionalmethods(O'Connor,1999).Theycanassistintheimprovementoftheservicequalityandcontributetohigherguest/travelersatisfaction.ICTsalsoplaceusersinthemiddleofitsfunctionalityandproductdelivery.Everytourist/travelerisdifferent,carryingauniqueblendofexperiences,motivations,anddesires(O'Connor,1999).TheInternetisoneofthemostinfluentialtechnologiesthatchangedthetravelers'behavior.Previousresearchshowedthattourists/travelerswhosearchedontheInternettendedtospendmenabledtheconsumerstoengagedirectlywithsuppliers,thuschallengingtheroleofintermediaries.Italsoallowedconsumerstointeractdynamicallywithsuppliersanddestinationsandoftenmakerequeststhatwillenablethemtocustomizetheirproducts.Atpresent,thereisalargeincreaseinthenumberofcustomerswhomakereservationsdirectlyfromhotelwebsites(Jeongetal.,2003).Intheentirechangeprocess,itisthecustomerwhoisgoingtobecriticalforthesuccessfuldiffusionoftechnologyandrelatedservicesthatwillbesuppliedovertheInternet.Acomparisonofcustomerbehavior,servicecharacteristicsandrelateddimensionsisshowninTableA2tohelpappreciatetheroleofInternetasaThebankfromwherethepaymentfortheserviceismadeactsasthewindowofenablementandhelpscompletethetransactionprocess.WithgrowingconcernsoverthesafetyandsecurityofInternetbanking,mostbanksarecreatingsystemsandprocessesthathelptheconsumertransactwithoutthehasslesofonlinefraud.Onlinepaymentsandtransactionsprovidethebankersanopportunitytobroadenthescopeofrelationshipswiththeircustomers.Figure2depictshowpayments,commissionsandothermoniesflowintheonlinetravelservicesmarketingeneral.Besidesthepaymentsystemsthatflow,itisimportanttolookattheGDS.Itisahubconnectingmajortravelagencies,carrentalcompanies,airlines,hotelsandleisureresorts.Today,majorcomputerizedbookingsandreservationshappenthroughtheGDS.ModernGDStypicallyallowuserstobookhotelroomsandrentalcarsaswellasairlinetickets.Theyalsoprovideaccesstorailwayreservationsandbusreservationsinsomemarketsalthoughthesearenotalwaysintegratedwiththemainsystem.3CompanieslikeExpedia,TravelocityandOrtibzaretheimportantconstituentsoftheGDS(Vinod,2009).Itisnoteworthytomentionherethatnewdevelopmentsarealreadyunderwayinthebusinessofonlinetravel,suchastheemergenceofmetasiteslikeYahooFareChase.Ameta-searchsitelooksatseveralsites,supplierwebsitesaswellasOTAs,andproducesacombinedresulttotheonlineconsumerthatcanhavealowerfareandlinkstothevarioussitestomakeabooking.Hence,ifanairlinedoesnotparticipateinaGDS,ameta-searchenginecandeterminethelowestfare,ifitexists,fromthesuppliersitedirectly.However,meta-searchenginesitesalsohavetheirpreferences,andinsomecases,onlysearchsitesthatpaythemacommission(Vinod,2009).TheServiceProviderToillustratethissection,wetaketheexampleoftheIndianRailwayswhichhasoneoftheworld'slargestnetworksofrailservicesandmovesmillionsoftravelerseveryday.Withtheintroductionofitsportal(IRCTC4),theIndianRailwaysisnowinapositiontoexertgreaterinfluenceonthecustomer,whichhithertodidnotexist.Theserviceprovider,viatheInternetandserviceportal,receivestheorderforbookingfromthecustomer,updatestheconsumeronoptionsavailablefromtimetotime,allowsforonwardandreturnjourneyandcancelationofbooking,andprovidesallthenecessaryinformationonline.Ontheotherhand,theserviceprovideralsohasassociationwithbanksandthird-partyfinancialserviceproviderslikeVisa,MasterCard,etc.Fortheserviceproviders,therevenuecomesfromtheservicechargesimposedoncustomersbothforbookingandcancelation.Thisapart,theserviceproviderentersintoallianceswithotherserviceproviderstopromotecross-selling.onlinebookingoftheirticketsalongwithhotelstheyhadatie-upwith.However,serviceprovidersdidnotdiscouragethetraditionalchannelsforthesimplefactthatIndianconsumerwasstillseeingapersonaltouchinbuyingtravelservice.AirlineslikeDeccan(nowmergedwithKingfisher)alow-costcarrier,startedencouragingtheconsumerstobookonlineandenjoydiscountsonfare.Today,mostairlinecompaniesinIndiadependononlinetransactions,andinfact,encourageconsumerstobuyandcheckinonline.Thisprobablysavestimeandresourcesfortheairline.Bustravelserviceproviders,includinggovernment-sponsoredcorporations,toohaveinvestedinonlineticketingsystems,withprivatetransportorganizationsalsojoiningthegroup.eTravelServiceSellerExistingtraveloperatorslikeThomasCook5andRajTravels6wereknownforhighqualitytravelservicesevenbeforetheInternet'sinfluence.Inthechangedscenario,thesecompanieshadtoquicklyadapttothenewrules.Manytravelagents,thoughretainingtheirtraditionaloperations,wereslowlymovingtotheonlinemodel.Giventhelimitedpropensityofconsumerstoindependentlytakechargeoftheirtravelbotheration,someorganizations,nowpopularlyreferredtoastheOTAslike,Y,,andcameontothescene.WiththeseOTAsinplace,consumerscanchecktheaccommodationavailability,comparethepricesandotherrelatedbenefitsandepaymentmodesTraditionaltravelagenciesarebeingthreatenednotonlybyintegratedtouroperatorswhichcontroltheirowndistributionchannels,butalsobytheexpansionofalternativedistributionchannelssuchastheInternet,teletext,callcenters,andeventravelTVchannels.Thecompetitionbetweentravelintermediariesisbasedontheneedtoreachtheclientsasdirectlyandasfastaspossible,andtheInternetcomestofulfillthisneedgap.SuppliershavetheopportunitytousetheInternetasatooltopromotetheirproductsandservicesdirectlytoend-usersandthustrytoavoidthecommissionpaidtointermediaries.Airlinecompaniesencouragecustomerstocalltheairlinedirectly,savingcommissions,disintermediatingtheirtravelagents.Hotelsalsocreatetheirownwebsitestoreachtheirclients,andmorethanthat,theycannowemployvariouspricepoliciesandloyaltyprogramsthatyieldahigherpricetransparencyandmorefacesPatriciaAccordingtoDeepKalra(),Indianonlinetravelindustryiswellpositionedforlong-termgrowth,giventhattheInternetpenetrationinIndiawasonlyabout7%forapopud.CompaniesarealreadyinvestingmoneyininfrastructurethathelpstheOTAstogrowfurther.Fromtheabovediscussion,itisobservedthattheInternet,initiallyintheWesterncountriesandnowinthedevelopingcountrieslikeIndiaandChina,hasstartedimpactingthewaythetravelbusinessiscarriedout.Itstartedonalowkeynotebutwasquicktospreadfarandwide,andthattoo,inashortspanofjust12-15years.Today,thenumberoftransactionsontheinternethavegreatlymultiplied.This,accordingtotheauthors,hasdisruptedthetraditionalagents'businessandcompelledthemtomoveupthevaluechainbyofferingavarietyofserviceswhileretainingtheirtraditionalcustomerbase.Growingcompetitiontoservethecustomerbetterledmanyserviceproviderslikerailwaysandairlinestoaltertheirbusinessmodelstoaccommodatethedisruption.Asthingsstandinthetravelbusiness,Asiawillrepresentone-thirdoftravelspendingby2020-upfrom21%today(reportbyOxfordEconomics).MacroeconomicmodelingbyOxfordEconomicshassuggestedadramaticrealignmentoftravelspendoverthenextdecade.Asiawillaccountfornearly27%ofglobalarrivalsby2020,andtheregion'sresidentswillaccountfor32%oftravelspendingby2020(seeTableA1).TraditionaltravelagentsmaymoveuptheladderandwemayseetheseevolveintomoresophisticatedFace-to-Face(F2F)agents.F2Ftravelagentsprovidehighvaluepersonalizedservicesthattakecareofalltheinstancesthatatravelerlooksforrightfromthepointhe/shegetsanideatotraveltotheendingofthetravel.Internetbyitselfismovingtowardsadaptabilityintodifferentapplications.AsInternettechnologyintensifiesitsreachtoconsumersthroughmobiles,smartphones,tablets,etc.,alongwithPC,theusageoftravelserviceswillmultiply.TravelserviceprovidersinIndiaarelookingforwardtocustomizetheproductsomuchsothatalltherelatedservices,includinghotel,carrental,etc.,comeunderoneroofandanintegratedpackagecanbemarketedtothecustomer.ThedevelopmentofICTsandparticularlytheInternet,hasempoweredthe'new'tourists/travelerswhoarebecomingknowledgeableandareseekingexceptionalvalueformoneyandtime.Theyarelessinterestedinfollowingthecrowdsinpackagedtoursandmuchmorekeentopursuetheirownpreferencesandschedules.Increasingly,packagetoursarelosingmarketshareinfavorofindependentlyorganizedtourismfacilitatedbydynamicpackaging.Thecontemporary/connectedconsumerisfarlesswillingtowaitorputupwithdelays,tothepointwherepatienceisadisappearingvirtue.Thekeytosuccessliesinthequickidentificationofconsumerneedsandinreachingpotentialclientswithcomprehensive,personalizedandup-to-dateproductsandservicesthatsatisfythoseneeds.Gradually,new,experienced,sophisticated,anddemandingtravellersrequireinteractingwithsupplierstosatisfytheirownspecificneedsandwishes.Livinginahecticworld,consumersinthedevelopedcountriesoftenhaveshortperiodsoftimetorelaxtheirbatteriesandalsotoengageintheirfavoriteactivities.Leisuretimewillincreasinglybeusedfor'edutainment',i.e.,theexplorationofpersonalinterestsforboththeirpersonalandprofessionaldevelopment(BuhalisandLaw,2008).ManyOTAsinIndia(Makemytrip,Y)havestartedadoptingsimilarstrategies,butallthroughInternetchannel.Consumersarehappywithconvenienceandmanyofthemstartedtrustingthewebsites,butthemaindifferentiationremainspersonalization,whichistraditionaltravelagent'sUSP.7Howtechnologycanhelpaconsumerconsumehistravelservicewiththeutmostpersonalizationisgoingtobeaquestionmark.Technologycannotspeaktoyouandwebsiteremainsaninteractivepictureonyourdesktop;travelservicewebsitesarefindingawayoutandtheyarelookingat'HumanizationofTechnology'.Travelserviceprovidersaretryingtoadopttechnologythatcanidentifyandintuitivelyrespondtocustomers'individualneeds,andthiswillunderpintheabilityofserviceproviderstodeliverexceptionallydifferentexperience.ConsumersnormallyuseanychannelthatiseasilyaccessibleandcomfortableandInternetisonesolution.Internetisgoingtobeonechannelthatcanreachconsumers24/7and365days,therefore,itisgoingtobehighlyproductivechannelforallthetravelserviceproviders.Aswelookatthechannelmembers,weobserveatrendthatserviceproviderslikeJetAirways,Kingfisher,etc.,aremovingtowards0%commissiontotheiragents.Theintentionofthismoveistobypasstraditionalagentsifpossibleandovertimereducedependenceonthemtozerolevels.WithallthebenefitsthattheInternetbrings,itisalsoacauseforconcern.Internettechnologytendstoreducevariablecostsandtiltcoststructurestowardsfixedcost,creatingsignificantlygreaterpressureforcompaniestoengageindestructivepricecompetition.DeployingtheInternettoexpandthemarketoftencomesattheexpenseofaverageprofitability.TheparadoxofInternetisthatitsverybenefits-makinginformationavailable;reducingthedifficultyofpurchasing,marketinganddistribution;allowingbuyersandsellerstotransactbusinesswithoneanothermoreeasily-alsomakeitmoredifficultforcompaniestocapt