Rather than continuing to spend energy and investment on raw technology development, it created a program building on the innovations of others, providing then the true value add of integration, design and branding that has made each product extension a success.

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Ning is adding value with reporting capabilities and the seamless integration of payments into the sites, Rosenthal says.

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The old way was a system of record, the new way is a system of engagement, and their integration creates value.

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