According to a recent news report, a significant percentage of airline travel is driven by people flying from one city to another to attend face to face meetings. The report also suggested that according to an airline strategist, this trend will continue to grow driven by the global economy. In another news report on technology, it was reported that on line video conferencing has become inexpensive (in fact free in some cases) and very high quality. From the perspective of the airline, which of Porter's 5 forces best categorizes video conferencing