As the user-base of the Internet expands, on-line “virtual communities” may have the potential to
become the key customer-informative diaries, social forums, and trading arenas,
of the early twenty-first century. In parallel, new delivery channels and new means of fostering
long-term customer relationships may prove critical for success in every industry.

As these two developments intertwine, many organizations may therefore
need to consider desktop icons as an emerging customer interface. Reviews the economic
argument for virtual communities as the first viable Internet value-creation model to
combine content and communication.

Drawing from practical experience with pioneering virtual community developments,
the conclusion is reached that many companies now face an important,
strategic choice in the development of their on-line presence.
For most,this will be between deciding to act rapidly to build their own virtual community for
their business, or instead opting for a more effective third party, virtual community
“inhabitation strategy”.