What the book attempts to point out is that businesses need a very different model to operate successfully in this arena. The power of the Internet is in connecting people of like-interest. Developing places where these people can share ideas on a specific interest is is quite compelling. People can connect at anytime and from anywhere and the members themselves become the producers of the information. One of the major topics in this chapter deals with the economics of increasing returns.
Virtual communities require heavy investment in member acquisition and support.
This is a continual theme in this section of the book. Revenue gained from virtual communities is not gained quickly. It develops over time as the virtual community begins to grow. There is always the risk that potential members may not be interested enough to partake in your particular community. This is why it is important to market and find the areas which interest potential members.