Examples of the prosumer

The rise of the new and powerful consumer is a fact. Every organization has to take that into account and think about a way how to deal with this. New media allow customers to share their ideas and complaints about organizations in an easy way. This makes companies to be the victim instead of the consumer. So finally power is shifting because of new media. We can talk back. Something we never could do with mass media. And this will only become more simple in the near future. This because of the following developments.

- Futher integration of photo and video in mobile devices;
- Increase in connectivity (we can share and search our thought everywhere and any time);
- Rise of new and easy ways to search and find information;
- The rise of a sound- and image culture;
- The changing consumer behaviour, from passive to active, towards organizations;
- The easiness of organizing groups of customers in small interactive networks to improve power towards organizations.

The near future will make the battle against customer unfriendly organizations more simple and with lots of more effect. The transparency will realize that one single dissatisfied consumer can have far reaching effects for an organization. Look at the documentary in which companies like AOL, Apple, Burger King and many others feel the power of the new consumer by new media.