Digital Capital examines the Internet revolution and is Tapscott's fourth major book. Digital emerged in 1998. The following interview cuts through the techno jargon and gets to the bottom of exactly which companies stand to benefit the most from adopting the b-web model. Products are now mass customized, service intensive and infused with the knowledge and the individual tastes of customers. Companies must constantly innovate, and product life cycles collapse.
Customers now participate in creating products.
Products are becoming experiences. The old industrial approaches to product definition and product marketing die. Dell is a great example of understanding the power of b-webs. Dell's Web-based customer integration initiatives began with its Premier Pages , which customize options, pricing, and policies for each individual customer. The system provides for fewer errors and faster order processing.