Over the past three to five years, the growth in Internet usage was significant enough to warrant the maximum number of new Web sites. At the time, the market seemed limitless. Further, the model itself was evolving. No one clearly knew who had the magic formula for Internet success. As Web sites move beyond customer acquisition, the natural progression is to emphasize maximizing the value of its existing users.
Stickiness is therefore an ideal compliment to the state of the Internet market.
Stickiness focuses on how best to maximize the amount of time spent on a particular site. This is consistent with the idea of customer value maximization. Another interesting correlation between the need and timing of stickiness is the maturity of certain businesses. Although many firms are yet to be fully engulfed by Internet mania, others are already deeply involved in the Internet business model. For these firms and industry consolidation is beginning.