TAILIEUCHUNG - The digital company 2013 Freedom to collaborate - A report from the Economist Intelligence Unit Sponsored by: AT&T, Nokia, PricewaterhouseCoopers, SAP

Marketing has been witness to a growing degree of finesse in being able to reach its target audience. This movement to identify and subsequently target a specific group of the population began with the understanding of the demographic profile of the target group to be reached. This was subsequently enhanced by the addition of other characteristics such as geographic location of audience members, their psychographic profile, and then on the basis of the technological developments (Example: scanners) consumer product usage data. This trend of moving from a mass audience to a well identified/targeted audience is furthered by. | Economist Intelligence Unit I Economist The digital company 2013 Freedom to collaborate Economist Intelligence Unit 2008 About the research The digital company 2013 Freedom to collaborate is the second of two Economist Intelligence Unit reports in a research programme that explores the impact that technology advances will have on how companies do business. Lead sponsors of the programme are AT T Nokia PricewaterhouseCoopers and SAP and supporting sponsors are Concep Return Path and WebEx. The Economist Intelligence Unit bears sole responsibility for this research. The Economist Intelligence Unit s editorial team executed the survey conducted the analysis and wrote the report. The findings and views expressed here do not necessarily reflect the views of the sponsors. Our research draws on three main initiatives In March 2008 we conducted a wide-ranging survey of senior executives from around the world. A total of 661 executives took part more than one-half of them from the C-suite. They represent a cross-section of industries and a range of company sizes. To supplement the survey results we also conducted in-depth interviews with 16 practitioners and experts including CIOs managing directors and other senior managers as well as academics and other leading authorities on the use of technology in the enterprise. Finally we conducted an extensive programme of desk research including a wide-ranging review of existing literature. The author of this report was Kim Thomas and the editors were Denis McCauley and Debra D Agostino. Our sincere thanks go to the survey participants and interviewees for sharing their insights on this topic. September 2008 1 The digital company 2013 Freedom to collaborate Economist Intelligence Unit 2008 Executive summary Over the past two decades liberalisation and deregulation have transformed several industries partly because technology advances have made it possible for multiple firms to compete autonomously without generating market chaos. .

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