THE e-commerce of the future will involve multi-faceted interactions between a customer's gadgets and multiple product and service providers, not just a single company.
Making this prediction, Mr Reinhard Clemens, chief executive of German software firm T-Systems, said it is already working on several fronts to reap the benefits of this trend.
T-Systems is the software arm of German telco, Deutsche Telekom. It provides services such as cloud computing and managed services to government agencies and the private sector.
It is partnering car company BMW to create an e-commerce system where companies can make combined offers to customers, Mr Clemens said.
He cited an example of how an Internet-enabled car which can stream music online, among other functions, will enhance the experience of a customer who is a classical music fan.
"A classical piece is played by concert pianist Lang Lang. On the car screen display, a forthcoming concert from this pianist pops up. You click a button, the concert details are sent to your mobile phone.
"After you park the car, you buy the tickets on your phone. You want a parking slot, you tick off and pay for it. At a later date when the event happens, the car's computer system remembers the concert venue and directs you there. As you walk to your seat, you get a ping on your phone and you've just received a special offer for a Lang Lang CD."
Providing this seamless convenience are different stakeholders like the carmaker, event organiser and music retailer, all of whom stand to reap revenue from the different services provided for the customer.