Nicoll, D. 2000. It is obvious that business and technical innovation are now closely linked and to a large extent they share a common destiny.
Technology facilitates business, as business incorporates technology.
However what business can learn through and with technology, and what technologists can learn from the implementation of their products in business is limited, somewhat of a closed system unless there is the possibility of feedback from end-users. This is especially true in cases of technologies aimed at the wider consumer market. The opportunity to learn reduces severely if business and technologists cannot learn about their offerings via the perceptions and experiences of those who are intended to consume and use them. With this in mind, the 1990s have witnessed a succession of technologies, which after attracting significant funding for development, failed to reach their intended destinations the mass consumer market. Perhaps the most significant of these is interactive television.