It is so difficult for the top ranking companies to promote their positioning at such a speed!, The group could jump from 10 to 4, only in one year ( 2014 - 2015 ). It means that adequate "GAFA" strategy! ( Google- Amazon - Facebook - Apple ) did work.

Although the Group has invested in some new parts of the world like MANA, but they will have difficult time in these markets. Increasing rate of USD compare with the other exchanges is their another hard job.

When you are working at a fast growing group which I indicated its rapid changes as " GAFA" , then you should be as Agile as the Group.