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.