I thought about this as I replied to an interesting comment on Microsoft perhaps making an alliance with Visa. It was said that MSFT is looking for a way to surpass Google in terms of advertising revenue.
Here:
First, you are the first I have come across to use the term "empire of data" & Google in the same sentence, but this is a very accurate description. Not that this is not known, but stating it as such is rare and needed.
Visa is a mechanism, but there still needs to be innovation that reflects how buyers want to buy. The move towards "curated buying" is very interesting and rapidly increasing. This is very different from the old advertising model. It fits with the trend away from mass production, towards singular production of objects by the end user. This could include technical production from "building blocks", (not the Dell type of "build your own", but more conceptual building blocks built into development). Anything that makes purchase more personal/human fits within the viral transmission, and social media model currently underway.
MSFT could easily adopt to this model. And then adapt to a User-Pay, "by use" system, (incorporating visa or another mechanism).
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