s. Priceline.com can be best described as the 'ultimate !
             Internet middleman'. How Priceline.com Works? Ron Rose, Chief Information Officer at Priceline.com, says, "Our goal is to lead the industry as a world-class customer-centric company, with an infrastructure that delivers the best, personalized customer service experience is absolutely fundamental to our company's long-term success on the Internet." Priceline.com has pioneered a unique e-commerce pricing system known as a "demand collection system" that enables consumers to save money on a wide range of products and services while enabling sellers to generate incremental revenue. Priceline.com uses its 'virtual' business model, which works as a three-step process while allowing them rapid scaling using the Internet: The first step consist of Priceline.com collecting consumer demand, of the individual customer backed with the guarantee of the respective customer's credit card, for a particular product or service at a price which is set by the customer. In the second step then, Pr!
             iceline.com either communicates that demand directly to participating sellers or accesses participating sellers' private databases to determine whether priceline.com can fulfill the customer's offer. In the final step, Priceline.com gets back to the consumers regarding their offers, which they can hold to for a specific period of time and, once fulfilled, offers cannot be canceled. If Priceline.com doesn't meet the customer price for a particular demand, the credit card is not charged and the customer is once again asked to change the price if he/she wants and the procedure is repeated. Priceline.com benefits consumers by enabling them to save money, while at the same time benefiting sellers by providing them with a competent revenue management tool capable of identifying and capturing incremental revenues. By requiring consumers to be flexible with respect to brands, s...