NETLINK GROUP recognises that the real reason IT is impacting the fundamentals of business strategy is in the way it is reshaping core processes. Consumerism of IT through Web, Mobile and Social penetration is leading to a connected world, and changing the rules of customer acquisition and retention. Emerging technologies like Cloud and Analytics are accelerating the speed and intelligence with which businesses respond to customer needs. In this context, the foresight and involvement of leadership in using IT as a strategic tool that redefines business processes becomes paramount.