Product details

Firefly Network develops software that allows Internet-based businesses to gather information about their on-line customers and deliver personalized information to them in return. Firefly was founded in March 1995 by a group of researchers of the MIT Media Lab working on applications of intelligent software agents. This case discusses the role of personalization software in building on-line communities and enhancing electronic commerce, with a particular focus on on-line book selling. It compares the different technologies available, including 'rules-based systems,' and analyzes the related issues of trust and privacy. Finally, it questions revenue models for Web-based businesses, as well as the strategy of a young Internet software company trying to create an industry standard.