 2010's most recently an awful lot of focus on mobile as just at a company in Norway they do web-based selling online and they've been tracking the amount of browsing that comes in on mobile not the amount of sales but the amount of browsing that comes in on mobile and it has the same kind of trend that they saw almost a decade ago when their newspapers which were their want ads were stopping getting the same kind of traffic and stuff just started dribbling in over the internet the CEO of this company said if you're not heading towards mobile you're crazy yeah it looks kind of young today but it's where the future is going to happen so if we look at that we have to think about this concept of platforms so once upon a time when there was a marketplace it was somewhere in the center of a village and that's where stuff was brought and stuff was sold and then some more formal structures were put together so we saw we saw this is in Melbourne big central marketplace buildings where people brought their wares and sold them to each other and that sort of predates when we had platforms now we have platforms that are a little bit more interesting where people can exchange a lot more than just goods and services so we saw that the Amazon Web Services and other cloud services become platforms in I don't know early maybe five years ago maybe four years ago and these days there are companies that that have never seen anything but cloud services how many here use Dropbox okay they actually have no IT infrastructure they just plain use Amazon Web Services many new startup companies do that many companies moving to continuous deployment find it's much easier because of platforms like cloud services and so those IT departments that have these big server firms are pretty rapidly becoming obsolete and then we have the store platforms the things that are replacing the village square and the and the marketplace square we have app stores and Android stores and stuff like that so another place you need to be if you want to think about making money is in a platform environment there isn't much better way to make money than to have a platform with people selling on top of your platform you make just a little bit of money or maybe you make money from advertisements it's very hard to create a successful platform but if you happen to be lucky enough to create a successful platform you