In the 1980 book, The Third Wave, futurologist Alvin Toffler coined the term "prosumer" when he predicted that the role of producers and consumers would begin to blur and merge; he even described the concept his 1970 book Future Shock . Toffler envisioned a highly saturated marketplace as mass production of standardized products began to satisfy basic consumer demands. To continue growing profit, businesses would initiate a process of mass customization, that is the mass production of highly customized products.
With the advent of technology Toffler's vision is increasingly becoming a reality. More recently, The Cluetrain Manifesto noted that "markets are conversations" with the new economy moving from passive consumers ... to active prosumers
Animoto is a very neat Amazon-powered application and exemplified the "prosumer" revolution as well as new cloud based business models.. Built on top of Amazon EC2, S3, and SQS, the site allows you to upload a series of images. It then generates a unique, attractive, and entertaining music video using your own music or something selected from the royalty-free library on the site.