Abstract
This paper describes a future of anytime, anywhere computing where customers will use a multiplicity of connected devices to access rich Internet services. Successful websites of the future will not simply be about presenting content or transacting e-commerce sales — they will integrate data between different sites and allow customers to create their own personalised ‘Internet experience’. The third wave of interactive marketing is almost upon us, where the Web will be more than just a channel of communication, clearly establishing itself as a ‘programmable asset’.
Article PDF
Similar content being viewed by others
Avoid common mistakes on your manuscript.
Author information
Authors and Affiliations
Rights and permissions
About this article
Cite this article
Pickup, A. Next-generation Web services: Enabling the customer-centric organisation. J Direct Data Digit Mark Pract 1, 390–396 (2000). https://doi.org/10.1057/palgrave.im.4340053
Revised:
Published:
Issue Date:
DOI: https://doi.org/10.1057/palgrave.im.4340053