We are currently following the work of Niraj Dawar, at the University of Western Ontario, in London. He is making a lot of headway to help us understand what will happen.
Digital platforms are foreign-owned: by Americans, Asians, and Chinese. The platforms are not accessed by companies based in Canada. Strategically then, accessing these emerging markets through digital channels will be an important issue for all companies in Canada, both small or large.
As Canadians, we will also have to find our way since we have an incredible storehouse of resources, talent and know-how. We have to find a way to position ourselves on these new markets and these new platforms, which are not necessarily operated by Canadians. Although there are Amazon subsidiaries in Canada, the major access decisions will likely be made elsewhere.
It will be extremely important to position ourselves in downstream market activities, as much as in upstream market activities. Everything that brings us closer to the market downstream will become increasingly important to the industry, especially for SMEs. There are a great many SMEs, they do not have the resources, and at present they are not receiving help to review their strategies in light of what lies ahead.
We have already reached that point. As we speak, it is possible to simply press a button and milk or basic products will be delivered to us through robotic or artificial intelligence supply systems. That is where we are headed.