Communities were defined by their technology and tool sets. Today, the technology is commoditized, ubiquitous and as mature as phones, whose sizes and designs change, but whose basic functions remain the same. As their technology became more widespread and their livelihood more tenuous, most stand-alone communities vanished. Yahoo Inc. Yet the potential of community may still enrich sites selling other things, by attracting and keeping an audience. Communities alone don't always equal their weight in revenue.
Communities can make money, but they're difficult to monetize.
But there can be indirect benefits that are hard to ignore. It's also the exclusive online presence of catalog retailer Delia's Inc., which sells teen-oriented fashions. Communities also improve the customer relationship. After establishing this relationship, a company can develop and sell additional products and services to its customers. Keeping their trust is crucial and takes fastidious integration among technology, design and content.