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I articulate: The new competitive advantage II.

In the past chapter it was explained what is going to represent the individualization in mass. The deep change in the economy that it will produce. Here we are going to stop a little more in his aftereffects.

We are going to add a new term "Constellations of Value for the Consumer". With this a little eccentric name it is named a new class of alliances or mergers between companies of the virtual economy.

In the first part we were speaking about as the companies try to gather the biggest quantity of possible information on the preferences of the consumers to find buy patterns. Certain companies have done and they are doing good gathering of multitude of this information. But till now a specialization of the companies has happened to offer a few certain products.
For example, the channels of news that allow the personalización of the news to be received gather information of the individual on his preferences in this matter, the virtual bookstores (we are witnesses now to the explosion of this market in Spain) there gather information on this individual, the buy places on the buys preferences, the searchers and the portals on the places for that one looks.

All this set of information if they could join would shape an incomparable base of information about the consumer, the managerial axiom would be applied on alliances of that the set is more than the sum of the parts. The mergers or alliances of collaboration would be then very fruitful between companies of different branches, each of them contributing a piece of the personal puzzle of the preferences and needs of every individual. There would be had this way a finished map of what each of us we want and look.

These alliances are the so called value constellations for the consumer.
Although, there is more that to add. In the USA there would no be big problems to achieve them but in Europe we have a very restrictive legal regulation on the traffic of personal information, the LORTAD prohibits definitely the traffic in electronic means of this information. To another side of the Atlantic Ocean this obstacle does not exist therefore these movements will take place, they are already taking place as when Amazon bought DrugStore, merger was talking each other of a sinérgica.

In Europe this pitfall is saved by the creation of enormous portals that include everything, of this form they can assemble all kinds of information of the individual and it will not be necessary to go out to the market to buy them. An escape of this law in Europe is that it is very common to use companies services with head office in the USA and it might not do anything to prevent they from without respecting the legislation, even more these companies might put his head office in a tax haven that they it are also for the accumulation of not licit information, the user would not notice the difference.

In Spain we are present at the portals war, they fight to be done by the services of the user, the connection is free, they you realize of post office, web space, searchers configurables: had not he thought that it was talking each other for this? It is true that also they find financing now of the interconnection quotas that Phone companhy must pay to them for using his network, but this is not any more that slightly temporary, the future golden lode comes of "recording" the users, let's say his ADN as consumer.

In Spain entities like the banks, or the big distributors have a very juicy database that they have come already making for time thanks to his corporate cards, with which it is bought and it is possible to know the capacity of expense of the user as well as his boss of buy. The biggest database and that everybody envies is the one that possesses Visa, for the quantity of things that are bought by the credit card, both for Internet and in the shops of the street.

I extract two important consequences of this. The first one of nature managerial and easier to foresee, and a second that it affects more to our individual orbit.

We must bear in mind the different legislation that dominates here and in the USA in this country after there is possible the buying and selling of individual information (although with control), and finally the free move of this information, a modest organization can go out to the market, buy the information that he estimates him is going to be useful and to use it in his profit.

Also it would have the option to collaborate with other groups that already possess information in order to create a "Constellation of Value", making use of the informative synergy that would be created, such it is the case of Delta SkyMilesâ, which groups air lines, offices of lease of cars, hotels, and real estate, between others.
   
Nevertheless in Europe it has been decided in favor of the absolute confidentiality of the personal information, what I like. But paradoxically that will bear that a company to be done by an important information volume will must be quite big, what supposes a big investment and only within reach of big companies, and as a result one is giving priority to the already consolidated big groups, going against a politics of promotion of new opportunities for small-scale enterprises. It is not that they stop being for the kidlings, but certainly this will not be already the panacea of the kidlings who might compete with the big ones on equal terms, this is the competitive advantage that we were discussing at first, and that turns into entry barrier for new operators. Possibly the small-scale enterprises on the virtual market will have to operate under the umbrella of a big player, or offer something truly distinctive and of what stops a monopoly facing the consumid!
or.

Secondly, you as consumer is possible that he does not wish that his consumption bosses should be known and used by the companies to design the offer that they are going to present to him. Nevertheless like already we aim in the first part that this creates a value for you. is he sure that he wants to resign him? In the beginning it is possible to prove to be reticent to give a finished image of what you love any operator in Internet. But what you will receive in return is also an information about scholarships, studies, courses, manuals, products that him are useful for his work, information about his love, etc. in a such way that that one that yes receives this service will obtain a real advantage on you, on having had already formed his preferences, it receives the information that he wishes of instantaneous form, without losing time in looking for it. one be imagined that some operator has the information relative to his tastes to travel, at the moment when it finds an offer that is adapted to what you of!
be, it will receive it, while if it did not give the precise information, it will not receive the offer, you would have for that to start looking. This mega-service of the information society can displace partly the work of the intelligent agents that were foreseen like the next technology to be implanted, in my opinion they are going to lose big part of his utility, although for the defenders at any cost of the privacy it might be a commendable alternative.

Nevertheless the conclusion that I extract is that there would be beneficial for most of the persons to allow to record for one of these constellations of value, but there everyone.

In the next delivery we will discuss a matter of important marketing and often spent for high in the companies: The identity of his company.

José Pablo Rodríguez Viega.
Electronic commerce consultant.


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"Francisco Segura:
It receives you and your collaborators a cordial greeting and my congratulations from El Salvador, I center America, for fulfilling one year with your bulletin "The Useful council of the week", which has been helpful for persons that as I we begin to sail in the world of the Internet. I hope to keep on being provided in a lot of time with your advices. Congratulations.
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