![]() ![]() The contractual process is even becoming smarter (i.e., automated). We use “free” messaging services such as Facebook and Instagram whose business model is driven by access to and exploitation of our personal data. Traditional maps are increasingly being replaced by online App services available immediately via mobile phones. Products are being replaced by digital content: Vinyl records were loved by many and even retain a (growing) niche market, but most consumers take advantage of subscriptions to cloud services offering access to catalogues of music on demand on a scale that they could never afford to purchase. We are in the midst of the Fourth Industrial Revolution that builds on the electronic and information technology of the Third Industrial Revolution in a way that combines technologies and blurs the distinctions between the physical, digital, and biological (Schwab 2016). ![]() Digitalization is affecting the consumer market in ways that could not have been imagined a generation ago. ![]()
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