Digital supplier for otherwise identical goods and services

Digital environment has opened the new horizons for the users from
a new perspective, in a commercial way.The 
new form of  social marketing  have turned users into consumers. Digital
technology provides a new channel to acquire product information through peer
communication, (Kozinets, 1999) .The digital platform, on
a mass scale, connect people in ways that facilitate sharing information,
thereby reducing the opportunities for marketplace exploitation—whether by
charging more than a competing supplier for otherwise identical goods and
services or charging anything at all for products that simply don’t work.. The
Social Web dramatically levels the playing field by making information
plentiful, just as it also levels businesses and organizations that operate on
the principles of making information scarce. The Social Web exposes the good,
the bad, and the ugly, simultaneously raising up what works and putting down
what doesn’t without regard for the interests of any specific party


2.0 is challenging business leadership not only in the marketplace but now as
well across business fronts ranging from corporate reputation and  retention of key employees to the design of
new products and services

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. Social
business—the application of social technologies as a formal component of
business processes—revolves around understanding how your customers or
stakeholders connect to your business and how you reshape your business to
understand, accept, and innovate based on their involvement. Social business is
about integrating all your business functions: customer support, marketing, the
executive team, and more. Digital platforms not only facilitates transactions
in tangible goods and services but also gives online access to content and
services. Access to content and digital services create numerous advantages due
to low marginal costs of distribution, instant and unlimited access and reduced
environmental costs. 


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