Where the current focus is predominantly on business models that generate economic benefits for both the firm and customer and social benefits for customers through co-creating value, this business model generates also different benefits for both parties.

TTCMobile provides an interactive service that provides people information about either health, agriculture, social & economic topics, education and consumer goods. Where in most sectors people participate because of the efficiency benefits, survival is the main benefit for people participating in the health service. The prevention information on topics as Ebola and HIV/AIDS are examples of this. Furthermore, considering the social services the company provides, one of the main benefits of their business model is next to the profitability the social impact of their service.

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In order for a company to get new customers or keep their current customers loyal to their company they to contribute to the satisfaction of the customer with their products and services. By enabling customers to customize their products, customers will come up with final products close to their preferences, which satisfies them.

Companies can offer multiple customization possibilities. These possibilities differ in sequence of customization (Levav et al., 2010) as well as the product customization format. Hildebrand, Häubl and Herrmann (2014) argue that customizing via starting solutions is a more beneficial format for both the company and the customer in comparison with customization via defaults or option framing.

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