When newer, more agile companies begin to adopt more aggressive marketing strategies, maintaining current marketing practices will become a liability, as we've seen in so many other aspects of modern business. Companies will soon not be able to afford not to change their methods of interacting with consumers. Understanding is simply the fact that many people do not yet know enough to be in common contact with the new mediums companies would use. We believe this is already changing rapidly, as the number of families with computers and now the number with Internet access rapidly grows. Computer illiteracy will gradually fade to very low levels nationwide.
Penetration is a bit more difficult to predict.
The Internet, however, allows for endless alteration of its functions, allowing the end-user to block or limit your influence in many ways. This discrepancy brings about a major shift in personal appliances that we will see in the next five to ten years. That from Hard Boxes to Soft Boxes. Hard boxes can generally be defined as any appliance you own that is not customizable. Your television, VCR, automobile, and refrigerator are all examples of a hard box.