The Long Tail of Customization
One of the most powerful drivers of the long tail is the ability to customize products to their customers tiniest whim. Consider the first mass production car: The Ford Model T. Ford was proud of his success with brand-new assembly-line technology, which pushed the price of cars down to unbelievable levels. The middle class could now afford one, but it only came in one color: black!
Fast forward just 80 years, and customization is creating brand-new industries, products and levels of demand. This power of customization is made possible by advancing technology. New software and machines allow products to be created in very small numbers. In fact, automation allows the machines to create just a single example of a product!
One of the most exciting applications of this technology has been at Lego. On their website, they offer software where you can design your own sets and pieces! Then, you can upload it and a few weeks later, how the actual products arrive at your door! But it was a stupid dream. Just 10 years ago, and now it’s real.
In another area of customization and value creation is in shoes. On the Puma website, you can customize a pair of shoes in 29 different ways! And, on the Nike website, you can have your name embroidered on your shoes.
All these forces work together to create ever-increasing demand for products and services. Customization has gone from being inexpensive, one off process to becoming available to the mainstream.
Related posts:
- Pandora’s Miracle of Customization
- Technology Gives Life to The Long Tail
- Advancing Financial Technology for Consumers: Mint.com
- Ten Ways To Make Money Without Trying
- Vending Machines of the Apocalypse
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