Apple is a classic example of what I’m talking about. We used to live in a world where music lived on compact discs. Then came MP3 files, which made music infinitely more accessible – too accessible some might say.
But it took Apple to make buying music and transferring it to a portable player easy, putting your entertainment microcosm in the palm of your hand. Today, the iTunes Store is the world’s largest music retailer.
Another revolution is taking place in retailing, where the use of “big data” – the technology of parsing huge amounts of customer information to help companies like Target, for example, identify whether a female shopper is pregnant and offer her appropriate products – is significantly reshaping marketing.