English | EN 
Twenty years ago, Information Technology (IT) was merely a support role, a quiet backstage team helping to keep the main business in the spotlight. IT’s role back then was to maintain operations in the background while the “real” business took place in front of customers in sectors like retail, banking, and travel. Today, the landscape has transformed completely. Many businesses now could not survive a day without information technology.
Reflecting on my twenty-five years in the IT industry, I have personally witnessed this transition. Now, almost everything is powered by technology—coffee shops, clothing stores, food delivery services, and taxis. In many cases, the customer experience provided through tech-driven applications, personalisation, and seamless digital interactions has come to matter more than the product itself.
Take coffee shop chains, for instance. On the surface, offerings from Costa, Starbucks, and Café Nero may appear similar, and many customers struggle to tell them apart. However, each brand differentiates itself through technology. These companies are redefining “service” through mobile apps, loyalty programmes, and personalised recommendations. Coffee may be the constant, but the experience keeps customers returning.
Businesses like Uber are perhaps the best examples of this tech-driven transformation. What started as a taxi service quickly revealed itself to be a technology company at heart. From finding a ride to making payments and rating drivers, every aspect of Uber is powered by technology. In today’s competitive market, Uber would not survive long without continuous innovation.
Companies that failed to adapt to technology have, at times, fallen far behind. For example, the once-dominant video rental chain Blockbuster could not keep up with the digital streaming revolution. Similarly, Nokia, a former mobile phone leader, failed to evolve with the smartphone era. Kodak, despite inventing the digital camera, could not adapt to the digital photography trend, and Borders missed the e-commerce explosion entirely. These companies clung to tried-and-tested methods for too long, only realising the importance of technological innovation when it was too late.
In contrast, companies that embraced IT as their foundation have thrived. Amazon, for instance, not only transformed online retail but also revolutionised the logistics sector as a whole through IT innovation. Google’s pioneering work in AI and data analytics has made it synonymous with search engines and digital advertising. Netflix used technology to dominate the streaming market, leveraging data to tailor recommendations and even shape original content based on viewer interests. Apple, with its investments in software, design, and user experience, reshaped personal computing, smartphones, and wearables.
Today’s tech-driven firms like Tesla, Zoom, and Airbnb exemplify IT as the business itself. Tesla has redefined the automotive industry with its electric and autonomous vehicles, powered by software updates and AI. Zoom responded to the pandemic era need for remote communication, and Airbnb transformed travel by connecting hosts and guests in ways previously unimaginable.
IT is now not merely a support function like finance or human resources—it’s the primary force that keeps modern businesses thriving. Technology has become more than just a facilitator; it’s the competitive advantage, the engine of innovation, and often the core of the business itself. It’s remarkable to see how IT has evolved from a supporting role to the driving force behind business success; in today’s landscape, IT is more than just a part of the business—IT is the business.