In the marketspace, however, content, context, and infrastructure can be disaggregated to create new ways of adding value, lowering costs, forging relationships with nontraditional partners, and rethinking “ownership” issues. In the new arena of the marketspace, content, context, and infrastructure are easily separated. Information technology adds or alters content, changes the context of the interaction, and enables the delivery of varied content and a variety of contexts over different infrastructures.