We control the message. But the Internet transforms all these activities. Companies must constantly innovate, and product life cycles are shorter.
Customers now participate in creating products, and products are becoming experiences.
As a result, the old industrial approaches to product definition and product marketing are dying. Dynamic markets and pricing are challenging vendors' fixed pricing. Through the Web, customers can find ways that allow them to state what they're willing to pay and for what. So markets, not companies, will price products and services. Within a decade, most products and services will be sold in the marketspace.