If the big brick-and-mortar banking institutions had seen the light as well as the incredible revenues associated with online banking when the technology first hit, Web-only firms such as E-Trade wouldn't be on the scene. In fact, for a while, companies like E-Trade lost a good deal of their shine when traditional businesses did start targeting the Internet. However, thanks to innovative technology and its ability to stay ahead of the Web services curve, the online-focused E-Trade is still making good strides. A key element, according to E-Trade leaders, is realizing the incredible power of online customer service capabilities.

For more on how tech is fostering Web-based business:
- don't miss the case study at CIO