TheyâÂÂre important if they can achieve what IâÂÂve just talked about. ItâÂÂs a bit like the spaghetti at the back of a television set.
CMOs used to put their websites together and they didnâÂÂt care what the backend looked like. Now youâÂÂve got more prominent CIOs
and CTOs, and chief procurement officers and chief financial officers. People are looking at how you can integrate all this in
a much more effective way. Platforms are important in that sense; if they can simplify the process or simplify the structure
itâÂÂs very helpful.