look at the industry and gauge the extent to which there are network effects and the extent of switching costs, and build your strategy around this

People are always talking about information overload, and the quantity of information on the internet, but the real change is that the cost of accessing information has fallen dramatically

[Supermarkets] are saving hundreds of thousands of dollars per store on broadcast newspaper adverts.

—Hal Varian, from the website for his and Carl Shapiro’s book, Information Rules. Varian points to the use of IT by supermarkets which analyze consumers’ buying habits and then offer them price discounts on an individual basis, via direct mail or with coupons on the back of their receipts.