"Nature is not fixed and flat," she says. "Spot trends and don't get caught in your own paradigm."

She says companies that SAP works with are asking for help to get to customers. "They don't want to be mass marketed to. It is not easy to earn your money anymore," she says. "We have perfected the art of production," she says. "Why are we just producing a bunch of stuff that we are throwing away?"

"You have to give people what they want, when they want it, in the way they want it," she says.

"This is the next revolution, we are going to provide experiences whether goods or services, tailored for the segment of one."

This could be through the use of smart technologies to look at "revenue leakage". Or through "smart retailing" where as a customer walks into the store, and the system knows what you might like to buy but is not stalking you. "You are providing value by putting the consumer in the centre."