Author Q&A: PwC's Ted Shelton

PwC's Ted Shelton's book Business Models for the Social Mobile Cloud: Transform Your Business Using Social Media, Mobile Internet, and Cloud Computing , examines how the three technologies are coming together to transform businesses. Shelton, a managing director in PwC's U.S. Advisory practice, says the resulting change is "strategically transformative." The book intended for those who may not be the most tech savvy, Shelton admits. "This is more of an introductory book. What I've found is that business leaders don't understand the underlying technologies of social, mobile and cloud," he says. "And because of that they don't have a clear understanding of how to apply the implications of those technologies, they don't understand how they and their companies must change to be adaptable to these emerging technologies." Throughout the book, Shelton offers advice and business models for readers to understand how the social mobile cloud is changing every industry and emphasizes the need for executives to understand how to build their business for this transformation rather than incorporating functionality piecemeal. Consulting caught up with Shelton recently to discuss the book, emerging technologies, the next generation of workers and the future.

Consulting: So, why did you decide to write the book?