A well thought out approach enables products and services to be deployed across the Internet inexpensively and successfully. Deploying products or network services through distribution and marketing channels requires an understanding of the targeted markets and a coordination between the development team and the people responsible for sales and marketing.

Deployment mechanisms should be developed for each of the target markets. A combination of standard and custom approaches will maximize market penetration. Special attention is given to products having a short lifespan. During the entire course of deployment, it is worth a small investment to ensure that the deployment methods are at peak efficiency.

When deployment involves new website material, critical are clarity, visibility and prominence. It must be easy for consumers to find out more information and make purchases. Web sites must be clear, easy and work on the majority of browsers. E-commerce, DRM and privacy protection controls that are effective but not stumbling blocks for visitors are put into place.

Sites have monitoring, tracking and accounting mechanisms so that administrators and marketing personnel can refine the site and its content. Sites are monitored in case problems arise. The content and advertisements some visitors see may be selected dynamically based on geography, demographics or other factors to maximize the potential for sales.

Internet support may need to be increased for highly popular products and services, for example deploying multiple servers and using load balancing techniques so that sites will not overload or become annoyingly sluggish. Backup and disaster recovery plans are instigated.

Promotion is a significant part of deployment. Its goal is to drive traffic to the sites and help convert clicks into purchases. Promotion takes many forms and is constantly evolving; the basic level includes placing online ads, joining referral networks and paying commissions. Press releases, news articles and industry reviews help get the word out. Being quick to respond on customer issues help establish a client's positive reputation, potentially bringing even more customers.

In the last phase, the Support Phase, consumers have an online forum to share ideas and voice feedback, all of which can contribute positively to future product releases and deployments.