When Competitors Consider Joint B2B
Exchanges Tax, Contractual, Other Matters Must Be Carefully Thought
Through
December 2000
by Lori S. Smith and Noel D. Humphreys, Akin, Gump, Strauss,
Hauer & Feld, L.L.P. http://www.akingump.com/
Initial
Decisions Contract,
Contract Privacy,
Security Issues Intellectual
Property Antitrust
Concerns Internet
Tax Other
Regulatory Issues Conclusion
Competitors that jointly form a business-to-business (B2B)
exchange must consider numerous business and legal issues. These
include not only antitrust matters, but questions of structure,
financing, management, personnel, marketing, software ownership,
trademarks, access to trade secrets, dispute resolution, termination
and exit strategy.
With the continued growth of the numbers of B2B exchanges there
are estimates that the 700 exchanges now in existence may rise to
5,000 within two years these issues are being considered almost
daily. Although business and legal counsel can provide a good deal
of concrete advice, the still-developing business models lack
obvious solutions in many cases.
Initial Decisions
Business executives interested in forming a B2B have a number of
important initial decisions to make about their business models.
For example, organizers must decide whether to develop a
"horizontal" site, where the marketplace is not targeted to a
particular industry, or a "vertical" one, which covers specific
industries from top to bottom.
In addition, promoters must decide whether the marketplace will
act as a principal, taking title to goods offered for sale. In some
marketplaces, once a purchaser clicks a mouse to purchase goods from
an exchange's database, the exchange will order the items from the
manufacturer or distributor, take title and pay for the goods,
regardless of whether the purchaser ultimately pays for the items
ordered. This model presents financing and collection risks for the
exchange. However, this model also may simplify transactions for
buyers, permit them to buy from one source goods from multiple
vendors, reduce customer paperwork and allow customers (especially
larger corporate buyers) to control buying in accordance with the
buyer's own internal rules and procedures.
On the other hand, instead of acting as intermediary sellers,
other marketplaces merely match buyers and sellers. They may foster
online communities by providing locations for "chat rooms," sharing
of industry news and information and posting of requests for
proposals. These corollary uses can generate revenue for a B2B from
such sources as sales of virtual "storefronts" on the sites, product
advertising, job advertising, sales of books, videos and training
and from cobranded sites.
Pricing mechanisms further complicate the picture. Some sites
offer goods at established prices while others offer goods at
auction. Still other exchanges offer a so-called "reverse auction,"
in which a putative purchaser publishes its needs and sellers bid to
fill them. In fact, some B2Bs offer all three transaction
styles.
Another matter to address at the outset is the jurisdiction in
which the marketplace is organized. Tax, regulatory and finance
considerations affect the decision, as do the nature of the business
at which the marketplace is aimed and the location of the likely
users of the site. Some marketplaces may lend themselves to tax
haven jurisdictions. Organizers should also consider relevant
product liability law. Comparable considerations relate to the
jurisdictions where a marketplace will ship goods.
Parties interested in creating a B2B exchange must consider the
structure of the enterprise. Toward that end, they should weigh the
relative merits of proximity with a dominant market force against
the benefits of openness. Put differently, should the B2B maintain a
close connection with a particular Fortune 500 company or should it
be a more independent and separately organized entity? A separate
corporation also may make it easier to comply with the antitrust
laws and to raise capital. Relationships with strategic partners or
suppliers require balancing financing, compliance and marketing
considerations. Capital needs, credit risk, and interest in going
public also may affect a B2B's form.
Organizers should also anticipate conflicts with existing
distributors. A review of existing distribution arrangements for
exclusivity and other restrictions may require legal advice.
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Contract, Contract
Marketplaces can involve substantial numbers of parties. Written
agreements should govern their relationships.
First, agreements should fully define who owns the equity
interests in a B2B and their rights with respect to those interests.
This may be a key element in the organizational success of a
marketplace. For example, the site could establish a warrant pool of
a certain percentage of the company's capital stock to reward
strategic partners for sales at the site. As a corollary, the
agreement should carefully describe any purchase or transactional
obligations of the founders, and the sanctions that will attach to
any failure to fulfill those requirements. Agreements should also
address dispute resolution, termination rights and exit strategies
for the owners.
Many sites contract for third-party or outsourced services. Many
"vertical" marketplaces enable or facilitate users' obtaining
financing, payments, logistics or transportation. Agreements must be
drafted to govern these arrangements.
The sharing of information among exchange's customers and its
participants' back offices is important to a B2B's success. Many B2B
participants have enterprise resource planning (ERP) software. With
input from the B2B marketplace, the participants' ERP systems can
automate various elements of inventory management, billing and
accounting. Confidentiality agreements are key to this sharing of
information.
Finally, the ability of a B2B to fulfill orders is important for
more than simply marketing and customer relations. Recently, in
fact, the Federal Trade Commission fined seven retailers in amounts
ranging from $45,000 to $300,000 for failing to deliver promised
goods during the 1999 holidays. To avoid trouble, managers may
consider outsourcing fulfillment, which requires carefully drafted
contracts.
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Privacy, Security Issues
Every B2B marketplace must address privacy concerns. B2Bs need
careful statements and policy implementation about the uses they
make of customer information, balancing public clamor, legitimate
expectations, software abilities and their own business needs.
Significantly, different jurisdictions have different rules about
information collected.
For example, the European Union restricts use of collected
transactional or personal information more than the United States
does. It remains to be seen whether the U.S. government will
promulgate rules to govern the information that a marketplace can
collect, but some organizations regularly decry collection and
dissemination of information gathered surreptitiously as Web site
users buy, sell or explore over the World Wide Web. In addition,
businesses will want to know that no competitor is gathering
information about its Web activities or its plans, inventories,
prices or needs.
Security issues and privacy concerns overlap. A marketplace must
protect transactional and personal information from unauthorized
access, whether from hackers, insiders or intentional disclosure.
Many of the same kinds of protocols and devices that can be used for
privacy purposes also can be relied on to protect data from
intrusion from these other sources, as well as protection from
viruses and "denial of service" attacks.
A B2B marketplace may find robust encryption of information
useful, and digital signatures, which are generated using encryption
software, can provide important controls and verification. However,
U.S. laws control export of some encryption software. Outside the
U.S., rules on encryption vary, and mere possession of encryption
software may be a crime.
Confidentiality agreements also are necessary for individuals
involved in any marketplace. It is important for B2Bs to recognize,
though, the enforceability of such agreements may differ from
jurisdiction to jurisdiction.
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Intellectual Property
Apparently, none of the leading marketplace vendors has obtained
a critical patent on processes involved in digital marketplaces.
Therefore, B2B sites rely, in large measure, on copyright
protections, as well as trade secret law and confidentiality
agreements.
Because it is important that customers trust the marketplace,
service marks and trademarks are key to the intellectual property of
a digital marketplace. Moreover, a trade secret owner may wish to
protect secrets by emphasizing restrictions on access to real
secrets, rather than relying on contracts. Of course, some
countries' laws differ from those of the United States, and the laws
of many jurisdictions may be important in any particular case.
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Antitrust Concerns
Federal officials already have begun investigating electronic
marketplaces, with antitrust issues at the top of their agenda. This
apparently already has led at least one exchange -- MetalSite L.P.
-- to always have an antitrust lawyer in attendance at board
meetings.
Generally speaking, to comply with antitrust laws, sites should
be open, independent and neutral. A site should ensure that all user
groups have timely access to information. A marketplace should not
favor one group over any other. This also will help to attract
participants and will encourage them to regularly transact business
on the exchange.
A specific antitrust concern, obviously, is that businesses that
collectively own a digital marketplace could fix prices.
Price-signaling may concern antitrust regulators as much as
price-fixing. Price-signaling occurs, for example, when a dominant
buyer or seller announces a price, and others in the market align
their prices to the leader's price. In some marketplaces, signaling
can occur when buyers can see offers of all other buyers. One
possible remedy may be to organize the B2B to permit a seller to see
offers from all buyers, but to permit a buyer to see only its own
offer. Or, in an auction environment, the exchange could allow
bidders to know where they rank in the auction, but allow them to
see the highest offer only when it is topped by the bidder's own
bid.
A competitor-owned B2B marketplace should adopt and follow
thought-out antitrust guidelines. Among other things, these rules
should govern how the exchange handles information it collects about
buyers, sellers and their transactions. The rules also should
provide for periodic audits of practices by a third-party vendor
such as a consulting, auditing or law firm or by a
privacy-compliance certifier. Such an audit may have the additional
benefit of generating confidence in the exchange. A marketplace with
an advisory group of buyers and sellers may further its antitrust
compliance, while enhancing its marketing and client relations.
In addition, a competitor-owned B2B exchange should consider
whether to avoid employing individuals with preexisting ties to the
owners, or to the industry. The marketplace should consider
requiring senior-level employees to sign non-compete agreements
limiting their ability to work in the industry (or for participants
in the exchange) after leaving the B2B, which also may promote
antitrust compliance. There will, of course, be limits on the scope
and enforceability of such agreements that will vary by
jurisdiction.
Finally, when large industry players band together to form a
digital marketplace, they may have to make a Hart-Scott-Rodino
filing with the Department of Justice and the Federal Trade
Commission. Similar filings also may be called for in other
countries.
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Internet Tax
Competitor-owned B2B exchanges face a variety of issues under
state, federal and foreign tax laws. Congress imposed a moratorium
on new internet taxes in the United States, but marketplaces may be
responsible for collecting state sales taxes in some U.S.
jurisdictions on certain internet sales. Many retailers have been
struggling with the issues of where and whether "bricks-and-mortar"
locations create adequate nexus to trigger the obligation to collect
and remit sales taxes on Internet sales. Exchanges also may find it
necessary to keep track of whether goods are purchased for resale.
The jurisdiction of organization of a marketplace and the
jurisdictions where the marketplace delivers goods affect the nature
and amounts of taxes involved. Different jurisdictions may have
different rules concerning the type and extent of involvement
required to create a tax obligation. For example, analysis is needed
to determine whether mere use of a domain name with a particular
country's extension establishes enough nexus to create an obligation
to pay tax in that country.
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Other Regulatory Issues
Marketplaces may be subject to laws and regulations relating to
particular industries. For example, there are regulations generally
applicable to the handling or distribution of alcoholic beverages,
guns, explosives and common chemicals such as weed killer. There
also are rules that apply to sale of such products as chemicals,
pharmaceuticals, controlled substances, human and biological
reagents, medical and in vitro devices and nuclear chemicals.
The application of these rules has to be analyzed in various
contexts. Suppose, for example, that a B2B takes title to the goods
it sells without taking possession. It may have to depend on
suppliers and vendors to meet packaging, distribution, labeling,
record-keeping and licensing requirements. In addition, it may be
forced to rely on others to investigate whether purchasers have
appropriate licenses, permits and expertise to receive regulated
products.
Laws on these politically charged topics change frequently. A
site may have to comply with the laws of each jurisdiction where
goods are received and might want to consider hiring a person to
supervise regulatory compliance. In addition, marketplaces may need
to tailor disclaimers, disclosures and record-keeping to particular
jurisdictions and should recognize that some countries, such as
France or Canada, may have language requirements that apply in
particular circumstances.
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Conclusion
The relative novelty of many of the business issues involved with
the creation and operation of a these exchanges exchange, and the
need to apply new -- and established -- laws to these exchanges,
require careful thought by business people and their legal advisers.
Indeed, continuing developments in this area make it clear that only
those B2Bs that keep abreast of the changing environment in which
they operate are most likely to succeed.
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Akin Gump is a legal firm with more than 900 lawyers
worldwide, including more than 200 lawyers and other professionals
in their technology practice group. They have a significant depth
and breadth of capabilities whether their clients are a garage
start-up seeking funding or incubation, a post-first-round
enterprise seeking introductions to strategic partners, or a major
multinational in need of sophisticated counsel. New media,
e-commerce, microelectronics, Internet solutions, software,
telecommunications, biotechnology or any of the dozens of other
digital age domains - Akin Gump is knowledgeable in your space, and
ready to provide the solutions you need, when you need them.
BIOs: Lori S. Smith is a partner, and Noel D. Humphreys is senior
counsel, in the corporate and technology practice groups of Akin,
Gump, Strauss, Hauer & Feld, L.L.P., in New York. They represent
software, Internet and other emerging technology companies in a wide
variety of matters. For additional information on this topic, you
can contact them at lsmith@akingump.com or nhumphreys@akingump.com.
As appeared in the September 18, 2000 edition of the
New York Law Journal
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