Customer 2.0 - Steve Clayton - Site Home

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.