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Television and radio, telephones and computers have been around for quite some time and are found in virtually all households of developed countries and are widely used in emerging and to some degree poor countries, especially television. Since the mid 1990s, a new set of digital technologies are spreading rapidly, however (Table 2). The Internet, broadband, and mobile phones are changing many aspects of current societies, clearly having an effect on all experience industries.³ In developed countries, the great majority of households and companies have access to the Internet and soon the majority will communicate by way of broadband, allowing for easy transfer of movies, music and other capacity-heavy content. Mobile phones are everywhere, and in developed countries even children have cell phones. Furthermore, the digitization of any kind of information and communication, including all business processes and all entertainment content production, establishes the basis of an online world.

The accelerating introduction of online and mobile technologies and broadband to secure high capacity communication influence virtually all segments of the experience economy, including tourism, sports, media and entertainment, such as television, radio, newspapers, advertising, music, films, and games. Therefore, new technologies make up a dynamic driving force of the experience economy. Of particular importance is the accelerating spread of broadband access and the ubiquitous mobile phones that are including people in emerging and even poor countries in global communications networks. In addition to television and computers, access to Internet and mobile phones are about to be part of most households of the world.

TABLE 2 Global Subscribers to Internet, Broadband and Mobile Phones in Millions, 2000-2010

Source: PWC. Global Entertainment and Media Outlook 2006-2010. Internet World Stat: www.internetworldstats.com. International Telecommunications Union (2007). The Information Society: www.itu.int. Numbers are rounded.

The 2000s started the revolutionary transformation from an age applying many additional technologies such as television and computers to an emerging era of virtual relations making information and communications online united through pervasive digitization. By way of the Internet and increasingly the mobile phone, consumers are given direct access to all market supplying industries. This has great repercussions within the business world seeking to adapt to changing demands and secure direct distribution channels to consumers. Furthermore, consumers are becoming more demanding and individual in their demands. They want something special and often to be on their own. Armed with the new digital, mobile and virtual technologies they are able to enforce their will.