Trust is a very delicate concept. We trust instinctively, routinely and at times mindlessly in a wide variety of situations. It is the core foundation on which our relationships, our society is built on and very much our commerce. We have come to believe that to transact with you I should trust you. To verify our trust, we use intermediaries. For example, banks ensure that we deal with the right parties with sufficient funds. We rely on lawyers to ensure that our products are not copied or distributed by unauthorised persons. Hence generally, the use of intermediaries is complex, time-consuming and costly and carry many security risks.

The global COVID pandemic outbreak has compelled millions to be cooped up at home and has turned to the internet for work, entertainment and other necessities. This has caused unprecedented stress on internet infrastructure. Initial stats indicate a surge of 50-70% in internet hits. Platforms like YouTube and Netflix has announced that they would lower video quality to reduce traffic on mobile and broadband networks. 

“The number all of us have to really pay attention to is, there will be 50 billion connected devices by 2025, that means we will have 50 billion ends points that we get to really harness. Then comes the data part, these devices are expected to generate 175 zettabyte of data, a quadrupled growth, from the current 45 zettabyte,”- Satya Nadella

The Pareto principle or the 80/20 rule was a principle put forward by the Italian economist Vilfredo Federico Damaso Pareto. Simply put it says that 80% of results will come from just 20% of the action. It is a widely accepted principle applied in every field of life.

Integrated marketing might come across as a simple concept at first glance: it means consolidating your various marketing efforts into a single coordinated whole. Consolidating the marketing efforts into a single platform is crucial for every company