Similarly, Kodak and Fuji will have to find ways to cannibalize their highly profitable film markets. Otherwise, new competitors will steal lots of business. Digital cameras can now capture images, which can be printed on color printers. So, costs for a new competitor such as Hewlett-Packard will decline much faster than Kodak's and Fuji's. Many companies hide behind their customers when thinking of using information technology to touch them.
People fear computers, companies say.
The Internet is scary. Customers could certainly be convinced that electronic commerce is just a more convenient, interactive version of things they already do. After all, tens of millions of people already shop over the telephone. The disruption is much more on the merchants' side. Auto makers, for instance, have invested heavily in their dealer networks and don't want to change them too rapidly even though information technology makes them far less important.