According to Kini, technology is going to rule the markets of tomorrow and will change the way businesses operate. As a result, consumers will demand the latest products much faster and will switch brands quickly.

Media exposure will have its impact too. While television will continue its dominance, press will get more stratified and radio's growth will depend on privatisation. A new option, however, will be uncluttered `entertainment advertising' at places like a club, bowling alley, or disco.

The Internet will of course, provide the biggest opportunities while iconiccommunication-celebrity endorsement, sports personalities-will be on the rise. Distribution, said Kini, will witness a big transformation. That, he said, would not mean that big supermarkets would kill the small stores in the neighbourhood-both will coexist with emphasis on changing the ambience to convenience and pleasure.

According to Arvind Wable, executive director, FCB Ulka, the empowered customer will result in two things. One: PMT or pre-millennium tension, every individual is being asked to accommodate change at an unprecedented pace. Two: hyperlocal ties, with the consumer becoming more focussed on his immediate environment. ``Brands will need to balance universal appeal with sufficient localisation to attract and retain interest of consumers in each market,'' said Wable.

Emerging markets are going to be impacted by government regulations, competitive forces and logistics, added G P Kohli, managing director, LIC while laying down the future roadmap for emerging markets. All the strategicassumptions will have to be changed to make them viable and profitable in the current scenario.