Final Customer Purchasing from an Intermediary of the Product

Use Steps: Use steps include all the Final customer's activities to find the appropriate product category at the Intermediary, to choose among the alternatives to the product and to take delivery of the product.

B.
Resources: Reduce resources required for the use of the product

2.
Time: Reduce the time the customer must spend with the product

A. Reduce steps the customer must use with the product

Bring products closer to the customer
Serve current customers with new products, saving customer purchase time

Add products that use the main product more intensively

No.	Year	SIC	Note
1	2000	3571	AOL purchased Time Warner and reasserted its ability to deliver broadband. Besides AOL's alliance with Sears, it also has a partnership with Wal-Mart that gives AOL's 21 million customers access to Wal-Mart's e-commerce.
2	2003	4812	New photography and multimedia services pushed by wireless carriers are making camera phones a hit in the U.S. From virtually non-existent camera phone sales in 2002, 5 million units will be sold in 2003.
3	2003	4813	Cox is well-poised to sell VoIP services. As of March 31, it was already selling regular phone services via cable to more than 728,000 residential customers. That's almost a third of U.S. Homes that get phone services from their cable company.
4	2004	4813	Verizon Communications and SBC Communications are planning to offer video programming in several markets. This is an attempt to blur the lines between the telecom and cable industries. Verizon is busy buying up programming that it can deliver to millions of customers over the next several years. The company has signed ESPN, HBO and basic channels. It hopes to offer a wider range than satellite and or cable companies and more choice in premium content packages geared to niche markets. SBC will begin offering a video service to pilot customers.
5	1998	5942	The Avid Reader has brought back the hardcovers from the best-sellers list that it discontinued a few years back. It also started a book club, which gave members discounts. Another feature for the future: home delivery of books to older customers.
6	2001	7375	Hoping to enhance its online recruitment listings, Yahoo Inc. entered into a bidding war yesterday for the career Web site HotJobs.com by offering $436 million in cash and stock.

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