James Burnes discusses how companies can transform themselves digitally in today's interconnected world. He notes that trust has moved to the internet, with recommendations from people online being highly influential. Burnes also highlights how mobile broadband use will surpass fixed broadband globally by 2010. He asks companies to consider opportunities that may arise if aspects of their business model, such as prices or products, were changed or disrupted. Burnes advocates structuring new digital ventures within companies in an agile manner and hiring for work ethic rather than just enthusiasm.