But Amazon has worked just as hard to attract buyers and show them how simple and convenient it is to buy online. The studio wants to raise awareness about American Beauty . And Amazon's audience is made up entirely of people interested in buying. The choice of going with an E-commerce site over a portal is one that's likely to be made more often. It could also happen in promising new growth areas that both the portals and the E-merchants are eyeing.
Music is a good example.
The online music industry, because it allows people to download the tracks they want onto their PCs or specially designed players, is turning the music industry right on its ear. And such seismic shifts typically offer the portals a big opportunity. Think about how portals have already changed the way people get their news, and you'll see that getting into music could be a huge opportunity for them. Musicians could go to Amazon or MP3 to get their music out. But MP3 and Amazon are also right in the thick of changes happening in the music industry.