Launching multi-modal interaction on an EC-site

Addresses the weaknesses of current electronic commerce (EC) applications related to their lack of support for the customer to recognize other people (either other customers or vendors) on a specific site, and to communicate with them when desired. We argue that, as EC grows more popular, there will be an increasing need for more sophisticated application software that is capable of both handling business transactions 24 hours a day and facilitating interactive, context-sensitive communication on request. We aim to highlight the importance of awareness in the interaction between and among customers and suppliers in producing, delivering and shopping for goods and services. Alternative views on awareness facilities as platforms for high, but manageable, levels of interactivity in EC are analysed. We also point out the implications of this facility in forming, for example, customer communities. A platform supporting awareness and launching communication is presented, and the implications of its features are discussed.