by Steve Messick, Chief Information Officer, Business Wire
I always respond to a staff newbie when he or she comes into my office asking a question with, “Did you read the manual first?” I actually prefer to use a more famous acronym but, in the interest of political correctness, will not elaborate.
But that is an important starting point of understanding any technology. You have to read and research it. If you still need clarification, then seek out the true experts and ask questions. If you don’t do your due diligence, then you won’t be well-informed, and will not understand the value proposition that technology brings to the table. So, let’s get educated and talk about the real technology at work here, and examine the competing value propositions of Business Wire versus the “Notice-and-Access” model when it comes to fair disclosure.
Warren Buffett defines value as not what you pay, but what you get for your money. This is so true with applied technology. We can all relate to the earbud example. You pay more for a Bose earbud than a lesser brand. But have you ever sat on a noisy subway, jet, or busy freeway and tried to listen to music or talk to someone on your phone with cheap earbuds? Forget it. The value proposition of Bose technology is that you pay more, but you get something that actually works, meets your needs, and delivers real value. That is priceless. When you use Business Wire, you benefit from the value of 50 years of experience and technology.
So let’s get specific here about web technology and its role in fair disclosure. The operative word is “fair,” which is the key deliverable. Fair disclosure involves three main components: simultaneity, synchronization, and security. Technology plays a major role in all three.
Simultaneity means that everyone has access to public company information at the same time. No one gets a head start in acting on the news; it is simultaneous whether you are in Sydney or San Francisco. Some folks consider posting a news release on a corporate website as simultaneous, and “fair” disclosure. Yes, I agree that posting a document on a web site means it is available for access by everyone (at least everyone with access to the internet). But is it “fair” access? Absolutely not, if you understand the underlying technology.
A simple example: your local post office. Does everyone in your town go to the same post office at the same time to get their mail? If they did, you would have long lines, extended waits, traffic jams, and the person who shows up late may get their mail a day later. A single web-site has the same problem: extreme competition for access. If thousands — or perhaps even millions — of investors go to a corporate website at the same time (at the moment of access cited in an advisory alert) to view an earnings release or other material news announcement, it is impossible to get the information in a fair and simultaneous manner. The site is going to slow down; some investors will get the news later than others. If the company has not invested heavily in its website infrastructure, the site may crash, or become so slow that your browser will give up. Not fair, not simultaneous, and ultimately a low technology value proposition.
Synchronization involves the seamless linking of technical systems worldwide to deliver market-moving news to the global investment community. The moment your news release is simultaneously distributed worldwide, billions of dollars in technology at companies and institutions around the globe are synchronized to provide the information to the investor universe — instantly. That is the behind-the-scenes disclosure synchronization that powers the global financial markets. That is the value of Business Wire technology working in synchronization with the investment industry, financial information systems, and major consumer portals for the collective benefit of institutional and individual investors. The integrated, multi-tiered pipeline that regulatory information flows through generates opinion, analysis and recommendations, all of which build value for the investor. Independent analysis and expertise is essential for retail investors working at home, as well as the trading desks at large institutional firms. And it all happens as a result of Business Wire feeding the pipeline. Simultaneity drives synchronization, which drives value. Priceless.
Conversely, Notice-and-Access (single web-site posting) advisories impede the information pipeline and disrupt the synchronization process. Why does UPS bring your inventory to your door? The answer is so that your business can function flawlessly, as you designed it. If you had to jump in your truck every day and drive to UPS, then head over to Fed Ex, and then to the Post Office for your business inventory, is that value to you? Your business is synchronized by the predictable flow of inventory into your manufacturing plant. So is the global information pipeline.
The seamless synchronization of financial information is crucial for fair disclosure. If every investor has to go to UPS (your corporate website, via notice-and-access ) to get the latest news, and then go to the individual web sites of companies releasing information at the same time, it will derail the work flow process. leading to delays and confusion. Fair and efficient markets will cease to exist.
Completing the value proposition of fair disclosure is security. Value is in knowing that your information is secure and safe until the appropriate time to share with others. Reg FD is all about keeping information secure and private, and then simultaneously providing everyone with equal access. Any breach in this process can lead to market volatility, investor uncertainty, and potential lawsuits. Is that value?
Keeping your information safe until public disclosure is a complex technology puzzle. Business Wire’s 50-year track record in secured technology systems means that your information is safe and protected. Posting on a corporate website can be very risky unless the company has invested significant resources in security safeguards. Business Wire’s systems and networks are subject to rigorous annual audits to ensure that your information is secure. Security is at the heart of what we do, and a major element of Business Wire’s core value proposition.
There is a de facto manual for full and fair disclosure, based on real-world applications. Business Wire is proud to be a major contributor to the pragmatic, best-practices model that serves as the backbone of full and fair disclosure in financial centers throughout North America and the European Union. Not only did we read the manual, we helped write it.