People want to be presented with products and services that they never even thought were possible. Every one of these companies is constantly trying to outdo their competitors and release options that will set them apart from the others.
If they get it right, they will reap the rewards. However if they get it wrong customers are likely to move on to the next firm that will provide them with exactly what they need.
So a lot of pressure rides on getting it right, and being able to deliver a product that is exceptional.
The chief executive of Microsoft Steve Ballmer sounds pretty confident that his company's next suite of services is right, if not perfect.
The much anticipated Windows 8 is set to be released in October 2012, and apparently the next version of Microsoft Office is going to be the best yet.
Yesterday (July 16), the multinational company unveiled a customer preview of the new Office, which looks to make the most of the latest global trends – cloud computing and smartphone and tablet technology.
Mr Ballmer spoke about the latest service in a news conference and was confident that users would benefit from the new and improved version.
"This is the most ambitious release of Microsoft Office that we've ever done," he said, as reported by Reuters.
"We have the most exciting, vibrant version of Windows in years," he added.
With the new Office, people will be able to access their original content freely and easily, with cloud services, touch screen capabilities and a myriad of other exciting features.
Platforms that Microsoft has acquired such as Yammer and Skype also have a part to play.
The preview is available for download on the company's website.
Posted by Jess O'Connor