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On a cultural level, Eastern countries may be more ready and prepared to accept
this growing trend and European countries may not be too far behind but for the British it may take a bit of a learning curve for all stakeholders to get used to. In the case of North Americans, only time will tell. Whatever the outcome, this trend probably has the potential to live for at least the next decade and it would be interesting to see how the marketing and advertising industries
deal with this. I am going to leave you with a fascinating reference to check out. One that paints the picture for the reader in Britain. Please see below.