Social media is also changing the way people buy and sell, potentially relying less on traditional bank advisors and more on friends and others who offer advice through digital platforms. Technology tools (e.g., tablets and smart phones) and greater transparency regarding pricing and services are empowering customers like never before. As a result, large full-service banks run the risk of being outmaneuvered by digitally oriented competitors. Placing their strategic focus on best serving customers, these emerging competitors operate and adapt more quickly, creating new tools and services that quickly become the industry standard.