In deciding how to market their wares, many businesses face the choice of operating as a pure reseller or as a multisided platform or a little of both.
You want to move pure transactions to the Internet, use online communication for information sharing and routine communication, and reserve face-to-face interaction for the activities that add the most value.
The company likens its product's positioning to Pure Digital Corp's popular, compact, simple and affordable Flip video camera, which has succeeded in the face of digital cameras that can capture video of comparable quality.