Absolute Research Report Sample

More than a decade ago, enterprises that failed to investigate and engage with the World Wide Web lost visibility as the mood and emphasis of the market changed — and many subsequently went out of business. Similarly, enterprises that have moved quickly during the past two or three years to create applications for mobile devices (especially the iPhone) have realized many benefits, as the market as a whole has moved sharply toward a mobile, "always-on" mode of interaction. Almost a decade ago, Apple launched the iPod, into a market where digital MP3 music players already existed. Today, Apple dominates the MP3 player market (three out of four MP3 players are iPods of one model or another) and, in combination with iTunes (actually the "secret sauce" in the Apple ecosystem), Apple now controls the music distribution business — having wrested control from the music industry itself. While there are no certainties, the iPad looks set to become an equally market-disrupting device. The price of early investigation to explore the opportunities that this device brings will be small, and the cost of delay could be significant or even fatal to enterprises.