It is more than a decade since business decided to get serious about the internet, but traditional business still struggles to anticipate trends in the online world. From Google to mobile phone texting to social networking and the runaway success of Facebook, old-line business has regularly found itself behind the curve.
For most firms and industries this is not a huge problem. They can use computer technology and the internet to increase the efficiency of their databases and accounting processes, turbocharge their research and catch up with changing trends in communications for marketing purposes as and when their appeal becomes irresistible. And when email becomes saturated with spam or the network seizes up, they can use the phone again, or the fax, or even meet face to face. It is not an existential threat for most businesses, even if it can be bewildering.
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