With the plethora of services cable companies are starting to offer, choosing a provider is no longer a matter of pay per view, but rather pay to who. Multiple systems operators (MSOs) are standing on the threshold of the next wave of personal com- munications and entertainment systems. How quickly will they be able to capitalize on the potential? Can they out-maneuver the telephone companies and national service providers? Customers' decisions on which company to choose are ultimately based on how they choose to make telephone calls, watch movies, play interactive video games or send e-mail. How information will permeate the homes and businesses of millions of consumers is not so much pay per view but pay to who (see Figure 1).
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