Where does it all lead?

Some recent developments on the web can give us a glimpse of where the future of internet commercialization is leading us, and help to direct our priorities in shaping that future wisely.

• Businesses catering to a small market niche promise to seek out diffuse consumer audiences over the Internet. Will they remain independent, or will they affiliate with larger marketing concerns as the prices of wired ad spots rise?

• It slices, it dices, it juliennes! The market research firms of the future ARE the mediators of consumer/vendor relationships. Who is behind this "shopping agent" for CD bargains? Is it an advertisor, data collection service, an industry cooperative, or a marketing consultant?

• New businesses spring up to provide web-page maintenance for other companies. The quality of their work is truly their best advertisement. Client indeces like this one are also a portfolio of recent work.

• Ads ARE vendors. It is becoming increasingly possible to purchase directly from the advertisements of the product being marketed. This Pizza Hut ad provides the services of a Pizza Hut Restaurant. Buying directly from the internet has introduced a firestorm of controversy over the security of credit transmissions. The security issue and its resolution will impact the future of internet exchange. The field is so lucrative, would-be web retailers will undoubtedly push for regulations and assurances.

• Communication opportunities have encouraged grassroots consumer awareness pages.

The future of the Web will be forged by its commercial possibilities more than any other single force. Wherever there is money to be made, businesses, market researchers, vendors, and advertisers can be found. New configurations and cooperatives have begun to emerge, providing alternatives to conventional media ads by combining aspects of traditional marketing, customer service, and even retailing, into one package. It is important for those of us concerned with policy to keep asking the tough question: "Where will it lead?"

Will all exchanges and transfers take place via computer? Someday, will customer service be a do-it-yourself endeavor? How will we navigate the Internet when information, service, and advertising all look the same?

Market forces will define the Internet of the future: research, technology, access and security are all fundamentally tied to business interests. Commerce on-line will lead us all into the future.