Customer 2.0
I enjoyed this post from Gabriel a lot - he talks about the dynamics at play in the IT arena at the moment that are defining Customer 1.0 and Customer 2.0
| Customer 1.0 | Customer 2.0 |
| Buys complete software packages | Has optional purchase models (flat rate-based and consumption-based subscriptions) |
| Responsible for software installation and maintenance | Pays only for what they use when they use it |
| Pays for distinct software upgrades | Adds features to the experience seamlessly |
| Owns and controls data | Expects upgrades to be free and continuous |
| Locked-in financially because of large up-front costs to purchasing software | Swaps providers easily |
| Delayed usage due to search-buy-ship-install | Has flexible software budgeting |
| Finds it difficult to move from one software package to another | Expects a rich Internet application experience |
| Accepts ad-based features | |
| Expects Self-service Problem Resolution and Service Management | |
| Accepts internet/cloud based software that is not installed on-premise | |
| Has data locally and in the cloud | |
| Has a direct relationship with the Service Provider | |
| Instantaneous purchase and activation |
It's a pretty solid list I think and largely driven by the wide adoption of broadband. Though Gabriel looks at the IT systems architecture impact, it has a very interesting impact on the channel as well. Notably the reseller community. As Electronic Software Distribution takes hold, those companies are going to have to adapt to a world where their customers move from buying perpetual licenses to subscription licenses and where physical product shipment is not a constraint. Equally, it should mean that when Microsoft (and others) declare a product "finished" it should be available almost immediately for customers to buy (or rent) over the web.
Interesting times ahead folks. Remember, change is good.