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For other uses, see One-to-one (disambiguation).

One-to-one in communication is the act of an individual communicating with another. In Internet terms, this can be done by e-mail but the most typical one-to-one communication in the Internet is instant messaging as it does not consider many-to-many communication such as a chat room as an essential part of its scope (however, this may be disputed as instant messaging includes announcing presence information, which may be considered a part of a many-to-many communication system).

One to One also referred to the business movement during Web 1.0 which leveraged database technology for targeting products, ads, and services to specific users with particular profile attributes. The concept was supported by technologies such as BroadVision, ATG, and BEA. Amazon is a classic example of a company that performs "One to One Marketing" by offering users targeted offers and related products. Personalization is the term that later followed as a way of describing this evolution in Internet marketing. Drew Bartkiewicz and Bill Zujewski were two of the biggest industry advocates of the benefits and feasibility of One to One and later of personalization. Dr. Pehong Chen was the technologist who founded the software company, BroadVision, which enabled large companies to personalize their e-Business initiatives in the pursuit of One to One Marketing.

See also