For companies' or organization's, virtual communities are beneficial because they lower the costs needed in searching potential customers and the investment in physical facilities. In addition, because of their lack of intermediaries they allow direct communication with consumers. They can encourage increases in purchases or acquisitions of new ideas, they can wider the geographical size of the market and are a differential element from the rest of the competition.

Well planned and managed Virtual Communities are a good value-added service according to the possibilities offered by ITC's in the consumers', companies' or organizations' daily life.

As experts in the Generation of Virtual Communities, Latencia carries out the following tasks:

• - Surveying the Community's Viability. Some companies can have difficulties adapting to the characteristics of an Inverse market, so it is preferable to generate the Community when the organization is ready to integrate itself in the Marketing and Sales strategies.
• - Planning of a Virtual Community.
• - Selection and implementation of the supports on which the Virtual Community Multiplatform will base like web, newsletter, blog, list, web forum, chat, wiki, etc.
• - Promoting the Community to attract a critical mass of users.
• - Encourages training solidarity, good manners and, definitively, the flow of positive experiences.
• - - Showing the different non-intrusive means for achieving better knowledge of the clients through their personal information, profiles, habits of consumption and suggestions), that could help in taking of business decisions.
• - Training the managers of every virtual community.
• - Supporting the Community in an external way if the company has not own personnel to destine to the community management.