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A phone would allow Zuckerberg more control over customers and make for less dependence on Google and Apple.
Those types of arrangements are increasingly important to retailers, analysts say, because they afford them greater control over customers' deliveries.
As a result, firms can easily find themselves ceding control over customers to MSPs or being unwittingly turned into commodities.
But, as Toys R UsUs learned when it teamed up with Amazon, choosing the wrong MSP can lead to stiffer competition and loss of control over customers.
In theory, Pepsico could provide the product, but Lipton has built the franchise and brand awareness that it needs to retain significant control over customers.
Live Nation would also have more control over customers' e-mail addresses and other data from the transactions, potentially allowing the company to become a bigger force in the sale of merchandise and music.
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Small entrepreneurial companies like Auto-by-Tel and Autoweb.com have recently emerged on the Web and are already beginning to gain control over customer relationships.
But employees resisted mightily at first, because they feared that the loss of control over customer relationships might cause the quality of their service to suffer.
Federal Express's innovation, the creation of an airline dedicated to nothing but freight, gave shippers more control over customer satisfaction and sharply increased the returns that could be earned through retention marketing.
PAGE 12 Banks Agree to Swap Assets J. P. Morgan Chase agreed to trade its corporate trust unit for most of Bank of New York's metropolitan area branches in a $3.1 billion deal, underscoring how the region has become a battleground for control over customer deposits.
Banks must adapt accordingly, or risk losing control over customer relationships.
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