Internet markets are steadily nearing maturity, especially in developed countries. Growth today is being driven by paid services, which involves a change in tack for leading players. But data monetisation is far from having achieved its full potential.
China will begin to challenge digital market leadership, which is still largely concentrated in the United States. And several phenomena (changing regulation, development of new technologies) could reshuffle the deck. All the players are looking for new business models, especially ones that can capitalise on data.