Second, the biggest it firms typically control what is known as a "platform" : a digital foundation on which others build their products, such as Microsoft's Windows.

第二，最大的IT公司通常会控制这所谓的平台，一种数字基础平台，在这里其他人可以建立他们的产品比如微软的Windows操作系统。

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So as you watch the game, keep an eye peeled for those smart brands that have evolved their Super Bowl spots, employing a solid digital foundation to activate fan participation.

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