In this fi nal chapter we discuss recent developments which can be described under the general heading of ‘Web 2.0’. Th ey present significant opportunities and threats for online marketers. We then examine what lessons may be gleaned from the past to help understand the present and hence illuminate the role of new technologies into the future. We conclude with some case studies which demonstrate how new technologies have the potential to transform entire industry structures and that the ‘winners’ will be those players who actively embrace change and are not afraid to challenge traditional business assumptions.