48p
지문 분석결과
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Chapter 2
Chapter 2
Chapter 2
지문 전체 문장
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48p
By the late 1990s, most online content that could be unbundled profitably had been. This first wave of business model innovation began to give way to a new wave: the disintermediation of goods and services. Because it enabled more personalization, unbundling had made it advantageous for content creators and distributors to sell directly to the end consumer. Service providers in a broader array of industries, not just content, took note of the internet's potential as a low-cost, high-reach sales channel and further removed the middleman from their transactions. Prior to the internet, for instance, many consumers used travel agents to book vacation airfare, accommodations, and activities. These businesses didn't produce the services they sold. They only act as intermediaries, acquiring customers for other service providers (e.g., hotels, airlines, rental car companies). Customers regarded local agents as the only way to access a range of travel options that they wanted. With the internet's emergence, agents no longer enjoyed a local monopoly on these travel options. Customers could communicate easily with service providers and book travel themselves, bypassing the travel agent. They could book flights online directly with United Airlines, their hotels with Hilton, and their tours by accessing the website of a local tour guide. The financial services industry saw similar disintermediation, for example in the appearance of websites allowing investors to purchase and sell stocks without a broker or advisor.
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