Overwhelmed by the choice of web and mobile content— ranging from news services to video clips—users increasingly gravitate to services that are designed from the ground up to give them content before they ask for it. Put simply, the business model is no longer about user pull. Pull is built on the premise that users know what they want and are prepared to go look for it. That's quite an assumption when it comes to fast-paced content such as entertainment and multimedia, which changes faster than users can keep up. The model also ignores the rise of empowered customers who increasingly expect content and services consistently tailored to their individual needs and in tune with their lifestyles and life stages.
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