Redefines commerce for the Social Web

This seminal book redefines commerce on the social/mobile web. Individual customers are now in charge, and despite the increasing sophistication of big data targeted advertising, a new wave of technologies and Apps will power sophisticated shopping that gets each person what they need, often something even better than what they thought they wanted. This area of the economy will see huge innovation in the next 5 years, and Doc Searls continues to passionately lead the charge for open standards, proper privacy and the public commons.