Not surprisingly, today s consumer Internet industry faces a two-level structure that s similar, but not identical, to cable s dilemma of the past two decades. Like cable, the Internet has a transport component and a content and services segment. The biggest ISP America Online revels in this vertical integration. AOL leverages this confluenced control of content and conduit with what some would-be advertisers consider onerous terms. Yet, according to Myers and other studies, customers understand and value that one-stop approach.
Consumers deem that package to be understandable amid all the confusing new media offers.
You ve Got Mail . That s brand recognition.