Commercial Applications of Ubiquitous-Computing Technologies

The project COMET focuses on microeconomic and business aspects of the Internet economy. From a microeconomic perspective, new economic laws emerge, which function primarily due to the increased importance of network effects. This also implies a transformation of business strategies, especially in marketing, at the business level.

Companies, particularly so-called Internet start-ups, have to quickly pursue penetration strategies to achieve the "critical mass" of users and awareness which is necessary for lasting success. Since this is generally associated with high costs, other methods must be found to persuade customers to pay higher contribution margins and to permanently bond them to the company.

The issues related to this new differentiation strategy are therefore:

- How can services be differentiated as efficiently as possible, so that the range of offered services is provided at minimum cost? These include issues of price and product differentiation as well as other aspects of marketing.
- How can preferences of customers be identified so that they can offer a differentiated offer?
- How can customers be permanently tied to business?

The resulting individualization strategy is empirically analyzed using the study "e-Reality 2000".