The bargaining power of consumer represents a major force affecting the intensity of competition in an industry when they are concentrated or large in number or buy in volume. This can be the most important force affecting competitive advantage. In the industry that we are part of, consumer have a lot of bargaining power since they can inexpensively switch to competing firms or substitutes because there competition, they are informed about our service, price and costs and they have discretion in whether and when the purchase the service.