$$Today$$s IT mega$-$trends, like big data, Fintech, the internet of things $($IoT$)$ and more, appear to upend the traditional rules of business. Such trends have transformed the world of business immeasurably; however, they have certainly not repealed the timeless rules of strategy.$$ Discuss what the key contemporary challenges are for businesses developing competitive strategic advantage. Develop a case study example to explain the importance of considering customer value proposition, revenue generation, the enabling technologies and any comparative advantages you believe are important.