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Amanda Hassall
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Six Degrees Limited
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Elertz also designed to help combat ‘communication gridlock’

5 March 2007, London: Elertz, a UK start-up, has pioneered an alternative method of web-based broadcast communication in a bid to battle rising concerns over spam and phishing scams. Also called elertz™, the free web toolbar (www.elertz.com) is an alerting system that provides a unique way for companies to communicate directly with their customers, only giving them the information they really want when they want it. Information is delivered to customers who have requested specific information from web sites by the clever alerting system – a flashing red star – located in their desktop browser.

Latest figures reveal that around 95 per cent of e-mail today is spam or phishing scams* and more than 2,500 new phishing sites are created each month. Businesses are finding it increasingly hard to communicate directly with customers as inboxes become congested with emails, and fears of security risks associated with phishing and malware increase.

Steve Morris, CEO of elertz, explains: “The only real way to prevent spam and social engineering techniques, such as phishing, is to use another broadcast communication channel that is not email based. An alerting system such as elertz provides an anonymous service for the subscriber. The subscriber does not have to divulge personal information such as an email address. The subscriber is also in complete control of the communication channel. Elertz that have been set up can be deleted easily, ending any form of communication between publisher and end user.”

New broadcast communication channel

As if security concerns are not enough, customers are also facing an overwhelming amount of ‘information pollution’ from different sources, such as email, IM, voicemail, direct mail, faxes and others. Steve Morris, adds: “We’ve almost reached a stage of communication gridlock. Businesses are so focused on ‘pushing’ information to customers that often the key messages about the product or service are lost.”

“When too much information is pushed out this can lead to information overload. Customers using the Internet for example should be allowed to ‘pull’ information themselves. Businesses using elertz will allow their customers to set up a quick and reliable alerting system which provides up-to-the-minute information as and when it’s updated. End users who are able to stay in control and manage information are more likely to respond positively to businesses providing important services or innovative new products.”

Elertz is more precise and quicker than other broadcast communication channels such as email or RSS feeds. Email newsletters sent out by companies are often sent out in batches and customers located towards the end of a batch can experience delays. Spam filters often block such email notifications altogether. RSS feeds can be useful for receiving general news updates but are only refreshed, on average, every 30 minutes, whereas web sites using elertz are updated every 30 seconds! This means customers are alerted to specifically requested information immediately as changes occur.

Unlike RSS feeds, elertz also incorporates an offline capability, allowing customers to sign up for SMS alerts when not in front of a computer.

Applications could include:

- Banks – wishing to alert customers to changes in their account such as withdrawals, statements or when it goes overdrawn

- Estate agents – for customers wanting to purchase a new house and want to be alerted as soon as a suitable property comes on the market

- Dating web sites – could alert users when their ideal partner registers

- Ticketing firms – customers could ‘jump the queue’ when tickets for that all-important concert or sports event go on sale.

* Cloudmark's Global Threat Network, 2006

About elertz

Elertz, a British start-up company, has pioneered an alternative method of web-based broadcast communication. Also called elertz, its free web toolbar is an alerting system that provides a unique way for companies to communicate directly with their customers, giving them only the information they really want, when they want it. Information is delivered to customers who have requested specific information from websites by a distinctive alerting system – a flashing red star –located in their desktop browser.

Read more about elertz at www.elertz.com


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