CHAPTER 13

The Role of Technology

It’s clear that technology is becoming more critical to all companies across all sectors of the economy. But there are still some companies for whom it is just that bit more critical and those are businesses that are broadly regarded as technology companies. A company like LOVEFiLM relies heavily on technology in all areas of the business. But it seems logical that it’s more critical still for firms such as Google, Apple and Facebook. And yet, the gap is closing and today any fast-growth business will rely to a large extent on getting its technology right.

Start With the Customer

Understanding the point of difference in the user experience online is critical. Some great technology companies, such as Joost and ...

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