BT embraces this emerging global model through open innovation and we work with a variety of strategic partners – such as HP, Cisco, Oracle and SAP. Through these partnerships we have extended our global reach, accessed new customers, and broadened our service scope across our client base. BT’s partners have benefited similarly. The global liquidity crisis has overshadowed the impact Web 2.0 is having catalysing business model change; effectively shifting the balance between supply and demand and creating a legion of “pro-sumers” [producers/consumers]. We know the Web provides an alternative, and often substitutional, channel to market for goods and services. At the same time the Web has grown up with a culture of low, or in most cases, zero cost to users. In order to buck the trend of ‘everything is free on the Web’, service providers must provide something of real value to customers; good examples being Apple’s iPod and iTunes which have created value through innovation, despite a background of growing online music piracy.
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