Digital initiatives may only be helping companies stay in the game, rather than giving a lift to their competitiveness. But this has been a problem that has been persisting for years. Where's the next great frontier for information technology, and how can IT step up its game? The ubiquity and widespread availability of technology is a double-edged sword: it makes it easier for enterprises to step up their digital games, and at the same time, it becomes more of a "utility" that everyone simply is expected to have. Nicholas Carr, in his work from a couple of decades back, "Does IT Matter," cautioned about this phenomenon, stating that the affordability and availability of technology to all has leveled the playing field, and therefore no one gains any competitive advantage.