can be more certain that they are not choosing the wrong product, and reduced lock-in, because the standard makes it more likely that there will be competing products in the space. Consumers may also get the benefit of being able to mix and match components of a system to align with their specific preferences. Once these initial benefits of standardization are realized, further benefits that accrue to consumers as a result of using the standard are driven mostly by the quality of the technologies underlying that standard. Probably the greatest downside of standardization for consumers is lack of variety. There is no guarantee that the chosen standard will meet all consumers' needs or even that the standard is the best available option. Another downside is that if a standard is agreed upon before products are available in the market, then consumers are deprived of the penetration pricing that often results when rivals are competing to rapidly increase market share in an attempt to increase the likelihood that their product will become the standard. It is also possible that a consumer will choose a product based upon a standard that fails to become dominant. In this case, the consumer will have spent resources on a product that is ultimately less useful to him or her as the result of the standardization process. Effect on technology Much like the effect on consumers, the effect of standardization on technology and innovation is mixed. Meanwhile, the various links between research and standardization have been identified, also as a platform of knowledge transfer and translated into policy measures (e.g. WIPANO). Increased adoption of a new technology as a result of standardization is important because rival and incompatible approaches competing in the marketplace can slow or even kill the growth of the technology (a state known as market fragmentation). The shift to a modularized architecture as a result of standardization brings increased flexibility, rapid introduction of new products, and the ability to more closely meet individual customer's needs. The negative effects of standardization on technology have to do with its tendency to restrict new technology and innovation. Standards shift competition from features to price because the features are defined by the standard. The degree to which this is true depends on the specificity of the standard. Standardization in an area also rules out alternative technologies as options while encouraging others. See also American National Standards Institute