Digitization as a sustainable advantage in a connected world We live in dynamic and turbulent times. Digital is everywhere and no sector has been spared – the market of cultural goods, media as well as industry have all came through it. Although a bit destabilizing, this phenomenon is quite fascinating and full of promises. Digital barely existed 15 years ago and it is now the focus of international attention. From a business point of view, the digitization is spreading while products, services, brands or sectors are partially or completely transformed, taking into account the new technologies and the connected use of consumption. Social web has opened new fields and more generally, the Peer2Peer approach forces companies to redefine their process at every level : R&D, HR, IT, Marketing, Communication, Sales... Such a challenge to take up! Digitization is a great opportunity to change rules and give new perspectives for any market or firm. How to benefit from this social digitization? What are the new business rules? How to inform, communicate and sell in the digital era while integrating mobility? These are all questions that this book aims to answer with 15 years hindsight : best practices, key success factors, current and future structural trends... While living in 3 different continents (Europe, Asia, Middle East), the 4 authors of this book gathered their expertise to give a global insight of the digitizing world : • Emmanuel Fraysse (Paris) • Fahim Benchouk (Abu Dhabi) • Alexandre Michelin (Paris but only a week per month...) • Martin Pasquier (Singapore