Since 1990, each phase of the digital evolution has ushered in dramatic impacts. In the 1990s, the introduction of broadband garnered massive investment and competition between telcos and cable companies to deliver new capabilities to businesses and consumers. The use of this capability spawned a multitude of commercial offerings. Phase two offered the modern internet, the rise of mobile and the app ecosystem, social media and streaming. Phase three, just starting, promises to convert existing physical engagement into a digital first reality.