strategic thinking 29 Place Let's start with the obvious one: it's the internet. It's the 2 billion-plus people around the world who have decided it's better to be connected... whether accessed through a computer, a mobile device, IPTV or whatever else might come along. That's really it. Price Pricing is critical online. You have to be competitive: this is the internet, and pricing is transparent. You don't necessarily have to be the cheapest ­ but to compete you need to make sure your overall value proposition to the cus- tomer is compelling. Overprice your product and a host of price-comparison sites will soon highlight the fact, as will the countless peer review communi- ties where consumers actively debate the relative merits (or otherwise) of everything from financial products to wedding stationery. F I g u r E 2.2 MoneySupermarket.com, billed as `the UK's leading finance price-comparison website and a leading UK travel price comparison website' Product This is what you have to offer ­ your unique value proposition to your customers. A good product, of course, is the cornerstone of all successful marketing, but it's particularly crucial in the digital arena. A product that delivers tangible benefits and fills a real need in the marketplace ­ something