There is a growing opportunity in media, particularly for those that can provide it to customers.
When Akamai Australasia senior manager, Ian Teague, talks about media, he is not only referring to broadcast media but to the provision of dynamic online content.
"Everyone is doing business online and have an online precedence, but it has to go further than just basic content," he said.
"People want a rich, engaging experience, so they are putting media content on their website to make it more engaging."
Whether it is training video or a company CEO talking about their latest results, Teague said business embracing the media experience in one way or another at a "phenomenal rate."
An underpinning of that is the concept of mobility, though Teague said that companies such as Akamai prefers to use the term "Web experiences" in lieu of mobility.
"With the Web experiences that people are getting now, soon we won't be talking about whether they have a mobile device strategy, or a desktop PC one or a tablet," he said.
"It the end, it is a Web experience strategy."
Teague characterises Australia as an exciting market for people doing business online, whether they are an ecommerce organisation or a corporation.
"Cloud is now here and it is real, and people are using it and its benefits," he said.
Whether it is online businesses using online applications and webifying their processes, or tradition Software-as-a-Service tools such as Salesforce.com, Teague said this has translated into business for Akamai.
"We have big growth in our enterprise space, particularly with our partners," he said.
Going for growth
Underpinning all of this is Akamai's performance - it generated $1.3 billion in revenue last year.
With the company aiming for the $5 billion mark by the end of the decade, Teague said it is adopting an aggressive growth strategy, particularly in Australia.
"The only way we are going to get to that number is with partners," he said.
Teague sees the present as an "exciting time" both for Akamai's market and the industry, which he hopes will translate into opportunities for grow with partners.
"We have gone from an interesting and successful innovation with a thin wedge to becoming a dominant part of the way corporate business is done," he said.
In Australia, Akamai is driving its enterprise business with partners such as O2 Networks, Melbourne IT and Haylix.
In the media space, the vendor uses local partners such as Viocorp and Movidio.
"These are local companies that are regionally focused, but also have a video CMS solution that drives a lot business for them, and for us," Teague said.
Patrick Budmar covers consumer and enterprise technology breaking news for IDG Communications. Follow Patrick on Twitter at @patrick_budmar.