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In the spring of 2000 -- when the dot.com stock boom was at its peak -- a curious book was quietly released. Future Consumer.com, by Frank Feather called for a stock market shakedown within a year that would weed out those Internet-based businesses that had a valid purpose from those that had arisen to feed investor hunger. The book examined which "e-tail" companies and market sectors were best positioned to take advantage of the digital economy and which were doomed -- and from there, the book went on to run a detailed analysis of which companies and sectors of the economy would be market leaders in 2010.

Quickly, consumers across the United States began to notice the book and its timely and (for the time) original message. By May, the initial print run had been exhausted. By August there had been four printings sold through; and by October there were 60,000 books in print, with demand still outstripping supply.

Now author Frank Feather has updated the book to included the dot.com disaster the he predicted, but also to outline those companies -- AOL, QUIXTAR, and WAL-MART among them -- whose online activities have been enormously successful, and whose approach indicates how this new technology will make money in the future.

Tabla de contenidos provista por Syndetics

• Acknowledgments(p. 13)
• Foreword--Future Consumer.Com: The "Webolution" of Shopping to 2010(p. 15)
• Part I The "Webolution"(p. 19)
• Chapter 1 Web Lifestyles: Home-Based, Cyber-Spaced(p. 21)
• Life in 2010(p. 21)
• Home-Based, Cyber-Spaced(p. 21)
• Always-On, Everyday Web Habit(p. 23)
• The Digital Family(p. 24)
• The Family that Surfs Together Stays Together(p. 25)
• Digital Domiciles(p. 26)
• Digital Re-Modeling(p. 28)
• Digital Appliance: The Online Fridge(p. 30)
• Hot WWWheel WebMobiles(p. 31)
• Telecommuting and Tripping Out(p. 34)
• Mobile Commerce(p. 35)
• Chapter 2 The Webolution: "WWW" Flips to "MMM"(p. 37)
• How We Got Here(p. 37)
• The "Reversal Effect"(p. 38)
• WebWorld Explosion(p. 39)
• Internet Mania(p. 40)
• Technology Denial and Skepticism(p. 41)
• Web as Second Skin(p. 43)
• Embedded Chips(p. 44)
• World Wireless Web: WebPhones Replace PCs(p. 46)
• "WWW" Flips to "MMM"(p. 47)
• Mobile Commerce (m-Commerce) is Next Web KillerApp(p. 48)
• Moving Around in Mobile Media Mode(p. 50)
• Mobile Web Lifestyles(p. 51)
• Chapter 3 Web Economics: The Web Billions(p. 53)
• Network Economics Are Not New(p. 54)
• Local Labor and Consumer Markets(p. 57)
• Online Bazaar Drives Down Prices(p. 58)
• Web-Driven Super-Boom(p. 59)
• Economics of Surfer Time and Attention(p. 61)
• Winner-Take-All Web Site Economics(p. 62)
• Middlemen: Disintermediated or Re-mediated?(p. 63)
• Increasing Returns(p. 65)
• Homepreneurs: Independent Internet Business Operators (IiBOs)(p. 66)
• Web Workstyles(p. 68)
• Webpreneurs: Small Business Goes Online(p. 70)
• Part II Who Will Shop Online(p. 73)
• Chapter 4 Demographics: "Web-Gen" Kids to "Wired" Seniors(p. 75)
• The 5 Web Generations(p. 75)
• Everybody's Going Online(p. 76)
• Surfers are Starting to Shop(p. 76)
• Ethnicity: Globalization of the Web(p. 78)
• Geographics: Real and Virtual Communities(p. 79)
• Gender: "Web Woman" Takes Over(p. 81)
• Chapter 5 Psychographics: Why They're Clicking Online(p. 85)
• Generational Milieu: Doing it My Way(p. 85)
• Web World: Super-Cool Always-On Multimedium(p. 87)
• Millennium Effect: "Cool Combo" of Nostalgia and Fast Forward(p. 88)
• It's the Service, Stupid!(p. 89)
• Chapter 6 Webographics: What They Do Online and Why(p. 91)
• Web Adoption Rate(p. 91)
• Web Optimists and Web Pessimists(p. 92)
• Types of Online Shoppers(p. 94)
• Buyers vs. Browsers(p. 95)
• Technology vs. Time Trade-Offs(p. 96)
• Time Spent Online: The Propensity to e-Purchase(p. 97)
• "Favorite" Websites(p. 98)
• How Many Will Shop Online in 2010?(p. 100)
• Part III What They Will Buy(p. 103)
• Chapter 7 Apparel and Footwear: Virtual "Touch-and-Try-on-for-Size"(p. 111)
• Manufacturers Blunder Online(p. 111)
• Department and "Big Box" Stores Lumber Online(p. 112)
• Specialist Retail Chains Nimble and Quick(p. 114)
• Catalog Retailers' Smooth Transition(p. 115)
• e-Tail Start-ups: First-Mover Edge?(p. 116)
• Is Apparel Too "Touchy-Feely" to Sell Online?(p. 116)
• Forecast of Online Sales to 2010(p. 118)
• Which Web Sites Will Win(p. 119)
• Chapter 8 Automobiles: "Tire Clicking" and Virtual Test Drives(p. 121)
• Dealer Shake- Out Imminent(p. 122)
• Online Car Sellers: Build-to-Order Next(p. 123)
• Manufacturers Stuck in First Gear(p. 124)
• Customize-My-Car, Online(p. 126)
• Forecast of Online Sales to 2010(p. 126)
• Which Web Sites Will Win(p. 127)
• Chapter 9 Books: Digitized Downloads to Digital Paper(p. 129)
• e-Books and Digital Paper(p. 130)
• Digital Directories and Encyclopedias(p. 133)
• e-Libraries(p. 134)
• Booksellers: Bricks or Bits?(p. 135)
• Forecast of Online Sales to 2010(p. 136)
• Which Web Sites Will Win(p. 137)
• Chapter 10 Education: Taking Schooling Out of the Schools(p. 139)
• George Washington Didn't Go to School(p. 139)
• e-Learning is Fun(p. 140)
• e-Learning vs. Brick-and-Mortar Schools(p. 141)
• The Interactive, Immersive Edge(p. 142)
• The Coming Privatization of Education(p. 143)
• Forecast on Online Sales to 2010(p. 146)
• Which Web Sites Will Win(p. 146)
• Chapter 11 Entertainment and Sports: Fant@stic Experiences(p. 147)
• Tele-Cottage Leisure Time(p. 147)
• Music: e-Rhythmic Downloads(p. 148)
• PC Swallows TV(p. 150)
• Streaming Video-on-Demand (VOD)(p. 150)
• Webertainment e-Commerce Networks(p. 152)
• Interactive Gaming(p. 152)
• Sports: Fant@sy Future(p. 153)
• Virtual Champions(p. 155)
• Forecasts of Online Sales to 2010(p. 156)
• Which Web Sites Will Win(p. 157)
• Chapter 12 Expressions: Cards, Gifts, Toys, Trips ... and Pets(p. 159)
• Electronic Greetings(p. 159)
• Online Blooms(p. 160)
• Gardening Escapes(p. 160)
• Surfing for Gold Trinkets(p. 161)
• e-Toys "R" Online(p. 162)
• Pets: "Bow-Wow" Web(p. 163)
• Tripping Online, Virtually Anywhere(p. 163)
• Future of Travel Agents(p. 164)
• e-Ticketing Gets You There(p. 165)
• Forecast of Online Sales to 2010(p. 166)
• Which Web Sites Will Win(p. 167)
• Chapter 13 Financial Services: Put Your Bank(er) in Your Pocket(p. 168)
• Future Money: Seashells to Silicon(p. 169)
• Digital Wallets and Online Cash(p. 170)
• Webifying the Bank(p. 171)
• Blurring Industry Boundaries(p. 173)
• e-Bulls and e-Bears(p. 174)
• Insurance Won't Risk the Web(p. 175)
• Virtual Loans: Name-Your-Own Mortgage Rates(p. 177)
• "You've Got e-Bills!"(p. 177)
• Forecast of Online Sales to 2010(p. 179)
• Which Web Sites Will Win(p. 180)
• Chapter 14 Groceries: No Need to Squeeze the Tomatoes(p. 181)
• The End of Supermarkets as We Knew Them(p. 181)
• Online Grocery Doorstep Delivery Services(p. 183)
• The Webvan's Coming!(p. 184)
• Let Your Digital Fridge Do the Ordering(p. 185)
• Online Beverages: e-Pop to Virtual Wine(p. 186)
• Forecast of Online Sales to 2010(p. 187)
• Which Web Sites Will Win(p. 188)
• Chapter 15 Health and Beauty: e-Prescriptions and Online Make-Overs(p. 189)
• Web-Informed Patients(p. 189)
• Patient Heal Thyself--Online(p. 190)
• At-Home Tele-Medicine(p. 192)
• e-Charts and Smartcards(p. 192)
• Health Plans Go Online(p. 193)
• e-Pharmacies: Eliminating Illegible Rx Slips(p. 194)
• Virtual Fragrances Waft Online(p. 196)
• Create-it-Yourself Cosmetics(p. 197)
• Forecast of Online Sales to 2010(p. 199)
• Which Web Sites Will Win(p. 200)
• Chapter 16 Homes and Home Improvement: Digital Living in Web Style(p. 201)
• e-Listings Are Everything(p. 201)
• Virtual Walk-Through Saves Time(p. 202)
• Moving the Furniture Around Online(p. 203)
• Decorating with Web Style(p. 205)
• Home Improvement Goes Online(p. 205)
• Computers Direct, Software Downloaded(p. 206)
• Consumer Electronics: Configure Your Gizmo(p. 207)
• Home Office Supplies to Go(p. 208)
• Forecast of Online Sales to 2010(p. 208)
• Which Web Sites Will Win(p. 208)
• Chapter 17 Newspapers: The "Digital Me"(p. 211)
• "Web Kills the Press"--e-Read All About It!(p. 211)
• Surfing More, Reading Less(p. 212)
• Co-Existing with the Web(p. 213)
• The "Daily Me"(p. 216)
• Publisher as e-Commerce Mediator(p. 217)
• Forecast of Online Sales to 2010(p. 219)
• Which Web Sites Will Win(p. 219)
• Chapter 18 Mass Merchandisers: The Battle of the "Big 5"(p. 221)
• Wal-Mart(p. 221)
• Amazon.com(p. 222)
• AOL-TimeWarner(p. 224)
• Quixtar(p. 225)
• Webvan(p. 227)
• Forecast of Online Sales to 2010(p. 228)
• Which Web Sites Will Win(p. 228)
• Chapter 19 Summary of Total Online Retail Sales in 2010, and the Top 50 Web Sites(p. 229)
• Part IV e-Marketing Strategy: From Mall to "Mallennium"(p. 235)
• Chapter 20 Bricks vs. Clicks: Webify or Die(p. 237)
• Mass Customization(p. 237)
• Fear of Cannibalizing Sales(p. 239)
• Brick-n-Click Hybrids(p. 241)
• Economics of Going Online(p. 243)
• Customer Acquisition Costs(p. 244)
• Price Leverage(p. 246)
• The Future of Shopping Malls(p. 246)
• The Future of Stores(p. 249)
• Chapter 21 Digital Rules: Strategic Web-Site Marketing(p. 253)
• Bill Gates' Four Rules for Online Marketing(p. 253)
• The "4 Rs" of a Digitally Competitive Strategy(p. 254)
• "Value Chain" to "Value Web"(p. 255)
• Next-Generation Web Site Strategy(p. 256)
• The "Flow Experience"(p. 257)
• "Web Lifestyle" Hierarchy of Needs(p. 258)
• "Flow Experience" = "Favorite" Web Site(p. 260)
• Chapter 22 Advertising: Pay-to-View Web Sites(p. 263)
• From Mass Advertising to One-to-One Web Site Messages(p. 263)
• The Web Site is the Advertisement(p. 264)
• Internet Achieves Best Reach and Frequency(p. 266)
• Word of Modem(p. 267)
• The End of Mass Advertising(p. 267)
• Pay-to-View Advertising(p. 268)
• Chapter 23 Branding the Web: Selling the Web Lifestyle(p. 271)
• My Agent is My Brand(p. 273)
• The End of Web Sites as We Know Them?(p. 275)
• The Customer Gets Branded(p. 276)
• Focused vs. Diversified Branding(p. 276)
• Budgeting for Brand Building(p. 277)
• Chapter 24 Customer Service Management: Winning the Digital Race(p. 279)
• Customization and Personalization(p. 279)
• Customer Loyalty: To Bookmark or Not to Bookmark?(p. 281)
• Customer Relationship Management(p. 282)
• Winning the Digital Race(p. 284)
• Share of Customer(p. 285)
• Lifetime Value of Customers(p. 286)
• Afterword--The "6-Ps" of e-Marketing: Value Web and Flow Experience(p. 289)
• "To Do" List: 50 Random Questions for Monday Morning(p. 293)
• Appendix A Web-Based Research Methodology(p. 297)
• Appendix B Forecasting Online Sales(p. 299)
• Further Reading(p. 301)
• Index(p. 305)