Leverage the collective value that your customers and partners can provide to each other by sharing information and collaborating on issues related to your products or services
	Use collaboration technologies, i.e.: forums, chats, gaming, etc.—-seeded with your own information assets—-to facilitate interaction and establish community.
	America Online (AOL) (pp. 103-107) provides users with the forum and the tools to establish like-minded centers for discourse-chat rooms. AOL provides a safe context for users to meet, interact, and disband at all hours of the day. Currently, more than 10 million users pay a premium for access to these community centers, making AOL the dominant internet service provider with more than 60% of the market. AOL has also become an attractive channel for advertising, which now accounts for almost 20% of its revenue
	Starwave (p. 103), a start-up company founded by Microsoft co-founder Paul Allen, provides the most successful example of a community of value: the subscription-based ESPN SportsZone service. Leveraging the brand value of the all-sports cable TV giant ESPN, SportsZone provides users with real-time sports scores and analysis, discussion forums, fantasy league management, and a virtual shopping outlet. SportsZone is one of the most popular Internet sites, attracting up to 5 million visitors per day and generating an advertising run rate of $50 million annually, with additional revenue coming from subscription services, online sales, and fantasy league management.
	Backroads ("active travel" company, p. 101), Mobil Oil Corp. (p. 102)