"The business conditions we face are not for the faint of heart," Kenneth Chenault, chairman and chief executive officer of the financial services and travel company, said at the Forrester Research Executive Strategy Forum in Boston.
"Even with difficult conditions there will still be winners and losers. The winners will be those with the greatest degrees of flexibility in technology, infrastructure, and business model."
Chenault and other business leaders told 450 forum attendees how they are staying committed to online technology projects despite the implosion of the Internet economy.
For American Express, technology in general and the Internet in particular have delivered expanded distribution channels and improved operational efficiency, according to Chenault.
At office supply giant Staples, adding the online sales channel to retail and catalogue sales has more than doubled its average customer's annual spend, said chairman and founder Thomas Stemberg.
For businesses seeking to stay strong despite a bad financial climate, Forrester Chairman and chief executive officer George Colony advised "being a stealth aggressor - use this period when your competitors are not spending on technology to change the rules".
While one part of Colony's prescription for exploiting technology included implementing Web services, Colony warned that they are "vastly over-hyped".
Web services comprise software technology that uses standards including XML (extensible markup language), Soap (Simple Object Access Protocol) and UDDI (Universal Description, Discovery, and Integration) to link applications across the Internet.
They promise to speed companies' abilities to link to supplier, connect to customers, and simplify internal system, according to Forrester. But companies implementing Web services are finding it challenging work.
At FedEx, where almost all transactions with customers are electronic, a team of people are working on Web services projects, said Robert Carter, executive vice-president and chief information officer. FedEx is working with products from BEA and WebMethods, and Carter noted the absence of shipping product from Microsoft. "We still don't have any .Net applications," he said.
Nonetheless, for those companies willing to take the plunge into Web services, the business integration they afford may, indeed, keep the early implementers ahead of the competition.
FedEx is using the technology to put package tracking information directly into the screens used by customer service representatives at a large mail-order house. Forrester researcher Ted Schadler described how Galileo International is using Web services to deploy new offerings to its customers in the travel industry 10 times faster, and writing 75% less client code than before.
Web services are "a continuation of the phenomenon of using the Internet as a global interconnect", according to FedEx's Carter. While the bursting of the Internet bubble may have precipitated today's economic woes, it appears that companies using technology as a weapon to fight their way out of the downturn are keeping their eyes on the Net's ultimate promise.