policies that ensure users are protected, children are safe, and data is encrypted and privacy rights are ensured • Density – Your subgroup or areas of interest need to be thoroughly covered so you are getting the best content or experience (think about Pinterest and cooking recipes) • Portability – Most users don’t like closed ecosystems although Apple has overcome this- how can a company balance the need to restrict portability while inspiring confidence and assurance that users are not stuck to their platform forever and will pay high rents • Permeability – Not just from the web, but from mobile devices, tangibility in retail or on the media – there are effective strategies to touch retail locations (FourSquare partnerships for example)