London — DLA Piper has today launched part one of a significant piece of qualitative research that highlights the challenges businesses are facing in fully exploiting the potential the internet offers them as a channel to market.

‘Shifting Landscapes – the online challenge to traditional business models’, combines in-depth interviews with business leaders from organisations at the forefront of web-enabled innovation – including Nokia, Polo Ralph Lauren, the Federation of Internet Publishers and the UK Cabinet Office – with extensive secondary research and analysis.

The report will be launched in three parts:

• The development of online channels to market
• The impact of cloud computing
• The challenge of valuing, protecting and exploiting digital assets

Online channels to market which launches today, suggests that whilst all businesses understand the significant opportunities the internet offers, many feel that they are not able to fully exploit them. As well as the increasing challenges of building and protecting a brand online, the report identifies and explores the current ‘unfit for purpose’ laws that are out of sync with the multijurisdictional nature of the web and the rapid rise of digital content, as well as the risks that social media pose. As Marco Kerschen of Polo Ralph Lauren explains in the report: “there is a fragile balance with social networks. If you start to abuse them for influence, I think they will turn against you. At the end of the day, they are a social platform and not a commercial one”.

Cloud computing is due to be launched in June. It investigates the opportunities that cloud computing offers businesses, which includes cost and time efficiencies, dynamic scalability and flexibility, access to enterprise-level IT resources, greener use of IT and looks at the adjacent challenges including data protection and security.

Digital assets, due to launch in July, hypothesizes that businesses will not be able to value, protect and exploit their digital assets unless more innovative revenue-building models and stronger legal frameworks are established. The report focuses on the challenges involved in exploiting digital assets, before exploring some of the strategies adopted for long term profitability by interviewees.

To download the part one of Shifting Landscapes visit:

For more information, or to request a copy of part one of Shifting Landscapes, please contact:
Penny Jones, The PR Office, Tel: +44 (0) 207 284 6954 or email [email protected]

To join the Shifting Landscapes LinkedIn group visit: http://www.linkedin.com/groups/Shifting-Landscapes.


Notes to editors:
1. DLA Piper is one of the world’s largest legal practices with 4,200 lawyers in more than 76 offices and 30 countries. From its offices across Asia, Europe, the Middle East and the United States, legal and business advisers provide a comprehensive range of services to local, regional and international businesses.
2. DLA Piper’s IP & Technology Group is made up of specialist intellectual property, technology, telecoms, media, sport and commercial lawyers. It has an unrivalled understanding of the converging technology, media and sport sectors and offers a unique, global full-service capability. With more than 400 dedicated lawyers, including 120 partners, the group is recognised worldwide by legal directories and industry members as one of the leading groups of its kind.
3. DLA Piper received an award for Outstanding Achievement at the 2010 Legal Business Awards and is ranked 3rd by revenue in the Legal Business Global 100 2010.
4. For further information about our organisation and services, please visit our website: www.dlapiper.com

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