New Paradigm

The traditional hierarchies between brands and their customers are breaking down. Consumers are attracted to brands that deliver what they want in a consistent, intelligent and timely way and the boundaries that were used that determined roles brands played with consumers have been eroding.

Emerging Brands

New, younger brands have challenged and succeeded in usurping some of the old giants in the consumer and technology sectors. Google's dominance across the internet and now in mobile platforms and devices through Android has threatened the strength and business models of hardware companies, retailers, media companies, mobile operators and ISPs.

Technology has been the prime enabler to this change and those brands that adapted have a chance to succeed.

Adapting to Change

But the news is not all bad for existing brands. Those that have established, sometimes long-standing relationships with their customers based on a transactional and billing relationship are still positioned to develop and extend their propositions into either enabling or providing new services.