Competitors are no longer difficult to reach. They are merely a mouse click away. Software is being developed to give the consumer the ability to search the entire Web for the best deals. The effect of businesses creating more value, unique services, and lower costs will be enhanced. Those businesses and industries that rely on physical barriers to competition will fail in the Information Age.
Transactions are a one on one process.
Information can be customized by computer programs. Even the information about products and services is becoming a larger part of the total value. Consumers will begin to demand customization and individualization. Impulse buying will increase because the gap between desire and availability is smaller. Products are available everywhere and in the blink of an eye.