That Was Then£®This Is Now
f£®{7htÒ»¡¿l¡¯fe l£¬7¡®ote ThL，One to One Future in 1993£®the
hilt)¡®IT(£¬t¡¢¡¢£¬aS still 1)1¡¯ilnai¡®il)£¬a tool fin¡¯college professors£¬and
tilt-WOl¡¯1(t Wide Web£¥vas jlist an interesting graphical user
intel¡¯the(¡¢ft£®¡®)in soni(\"conlputer lab in Europe£®Mass CUS-
¡°)mization¡¢¡¢£¬as still considered by some a contradiction in
tel¡¯Ills£®
Sin(¡¤e its pul)lication£¬readers have tm¡®ned to The One to
One Futurt£¬in incl¡®easing numbers for insight into how they
will respond t()a changing media universe£®how they can
take advantage ot¡£illcreased power and phimmeting costs of
intiirnlation processing£¬how they can win in the face of de¡ª
regulation£¬savage competition£¬and unprecedented techno¡ª
logical change£®Mol¡¯e and more companies have realized that
interacting¢ö£¬ith CliStolners is no longer an option£¬but a corn-
petitive necessity£®An(t now they have questions£ºHow
should an interactive c()mpany treat its customers?What
01)jectives shonl(1 a 1)usiness set Col¡¤the interactions that take
place at its site?th)w can it measure success?Should differ¡ª
ent custonlel¡®S be treated differently?Is it sometimes neces-
sary to reward customers tor participating in Internet dia¡ª
logue?
Parallel with developinent of the World Wide Web and
interactivity£¬we¡¯ve seen a surge of mass£®customization tech£®
nologies£¬from bicycles to blue jcans£®And while customiza-
t ioi l nilght be a difficult and unusual capability for most
Ill¡¯Ills£¬it is a total question mark for others£®How do we
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