About 85% of the customer journey happens online, long before shoppers engage with a business directly.

We are going through a very disruptive period in business, where the largest accommodation provider (Airbnb) owns no real estate and the largest phone companies (Skype, WeChat) own no telecom infrastructure – all because of technology and the Internet. Many of these changes might sound like a threat for established businesses, they are opening a completely new world for innovative ideas and business models. It is very important for every business to understand, while these big technology and business model changes are ongoing, significant changes are happening in consumer behavior that can effect every business.