Computer Assisted Design and Manufacturing, Supply Chain Automation, and "back office" automation have combined to produce more products, a faster rate of product development and fabrication than at any time in history. This has produced Markets where the factors of scarcity and availability are rarely at issue.

When massive choice and availability are combined and products marketed on a world wide scale, consumers can easily get the impression that they can always have it all, have it the way they specify it, and have it quickly. With all of these factors present we have the components of the Digital Customer's attitude..."I want it now, I want it my way, and if you can't sell it to me someone else will." If this is in doubt, just ask you local auto dealer. In 1971, writing in his book Future Shock, Alvin Toffler correctly predicted this behavior and labeled the new consumer type a Prosumer.

The Digital Customer's attitude is a distinct change from the attitudes of pre-Internet society when Marketers talked about unshakable brands and customer loyalty. Today's network-based attitudes amount to a body blow to Branding as a tactic and the diminished "holding power" of the Brand concept. Instead we are seeing Buzz, Permission and Personalization Marketing, all techniques that speaks directly to the targeted individual.

It is our feeling that this trend has a long way to go, that is, giving the customer what they want, when they want it and the way they want it. Aided by technology, there is no telling how far the wishes, whims and appetites of the consumer will take us.

The Emerging Prosumer

Because technology and social change takes time to be absorbed and used by a society, Consumers are only beginning to understand the power that has shifted away from Sellers, and toward the Buyers. Partly based on the information available and partly because of the anonymity inherent in the buying process, Digital Customers, in most cases, control the entire Sales Cycle. No salesperson intervenes unless an overt action is taken by the prospect and they identify themselves.

Information has brought transparency to product comparisons. In some cases this has resulted in "price pan-caking" where competition has been forced into a narrow range of prices for a given set of features. No doubt, the job of Product Management has taken on aspects of a high-speed specification leap-frog race. Getting ahead of the pack and staying ahead, has become a frantic race and will probably get much more so.

The power of these new consumers causes ripples throughout the organization. Shortened product cycles place pressures on the entire enterprise but particularly on R & D, Engineering, Product Management, Marketing and Sales. These are the groups that must bear the load to create and sell added enhancements and new products. To accommodate the accelerated pace, organization structures, processes and/or tool sets that provide greater efficiency must change.

All of this plays into the mindset of the Prosumer and continues to validate the attitude characterized by: "I want it all now and if you can't provide it I'll go elsewhere."