George Westerman, a speaker at NILF, is credited with award-winning research, writing and speaking shows for senior executives on how to drive competitive advantage leveraging transformative technology. He says that digital transformation is happening at the customer-facing side which is smart and sexy, and just as importantly at the back-end, driving business processes. The two combined are putting things in a different way. This may or may not change basic business models. For example he gives the example of business model of Volvo. Volvo sells to dealers who in turn sell to the end consumer. Volvo, through mobile apps is able to reach out to the end-consumer, without necessarily cutting out the dealer. A B2B business is able to go B2B2C way.