The book I read to research this post was Digital Disruption by James McQuivey which is a very good book which I bought from kindle. This book looks at a growing trend in marketing for businesses where they are becoming more focused on pleasing customers above else. At one time what dictated the markets was the scale a company could manufacture something on and the price but now we are getting into a level playing field where a small company with a good product can compete on equal terms. This is scary for big companies but also you can compete using social media and with a small budget but still market a product successfully. The book mentions an author of thriller ebooks priced at 99 cents called Amanda Hocking who is making more than many established authors. Also a 12 year old boy who is writing iphone apps from the software development kit or SDK and got his parents to pay the $99 to sell them on itunes but who is making a nice profit and for him his age is a bonus because many youngster buy his apps. I enjoyed reading this book although it is only around 150 pages but I think was only free or quite cheap on kindle. Of course many people start using computing as a hobby and then move on to developing a product and marketing it. This means that the competition a well established company faces can come from anywhere not just within the industry. We are also seeing products that have always demanded a high price losing a few features and a product that is still quite good being marketed at a much lower price.