Platform ecosystems are transforming the way brands reach and

engage consumers. Companies are unlocking ecosystem partnerships

to amplify their functional, technology and industry strengths and

capabilities to deliver a unique value proposition to customers (see

figure 4). Furthermore, large technology disruptors such as Facebook,

Amazon, Netflix and Google (FANG) are expanding their knowledge of

consumers and are beginning to influence all key decisions of a

consumer's life (see figure 5). Many of these companies' most

groundbreaking innovations are not products or services; they are the

platforms on which these products and services are built, and the

business models that these platforms enable.

2. TAP INTO PLATFORMS