New market structured on new technology, new standards, world-wide access and revised regulations. Arising from digitalization, deregulation , globalization , and open standards, these markets are shifting the balance of economic power from the sellers to the buyers. To compete one must engage new process-based information technologies, keeping a close watch on the price, quality, and convenience trends. Information is freely and widely available, and is almost instantly accessible In such markets. Volatile, huge potential – huge risks.