The Internet provides companies with the infrastructure to participate in the paradigm shift.

• You can move from providing general information or products to providing information or products customized to your visitors’ needs.
• To provide mass customization, two technologies are used: -Push technology: The seeker is automatically provided with information by being sent to the right place. This is similar to television, where the broadcaster sends information over the airwaves and the consumer chooses the channel of his or her choice.
• Pull technology: The seeker must express a need in order to receive information. This is similar to an ATM, where the consumer inputs her password and then receives account information specified by her.