In some parts of the new digital world, it is obvious who is in charge. Google rules in search; Facebook in social networking; Amazon in retail. These territories are still being fought over: Microsoft’s Bing is attacking Google in search, Google is attacking Facebook in social, and so forth. But these are all large, relatively mature fields. During 2012 the more interesting battles will be those taking place on the smaller, lesser-known territories on the fringes of the technology world, in areas such as mobile payments, location and augmented reality.