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The company that offers this fifth screen experience, and all of the work,
play, shopping, communicating, and banking that its platform permits, will have
a central role in people’s digital lives — as central, perhaps, as the role that current
digital platform providers enjoy.
This fifth screen’s quality and convenience will certainly help determine
which vehicle consumers choose to buy, share, or hire. It will also be the door-
way into new reve nue and branding opportunities. It will be the center of a
new economy.
Three ways to compete
Given the likely centrality of the fifth screen to the digital economy of the com-
ing decades, the compa nies that currently dominate our computer and smart-
phone screens are ramping up to dominate it, too. Can car companies compete
with digital natives on their own turf? Should they even try?
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Communicating Project Developments One Step at a Time
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