Growth is on the rebound and consumption is creeping back up to precrisis levels. But Asia's consumers have become more discerning. They want better value for money and more attention paid to the quality of service. Just two years ago, everyone thought of the mobile phone as a simple communications tool. Today, mobile phones are at the cutting edge of the new technology driving electronic commerce.
Mobile phones can now deliver e-mail and help conduct financial transactions.
Innovation remains a driving force behind U.S. software giant Microsoft, which reigns in the No. 1 slot for the fifth year in a row. Despite its bruising battle in Washington against allegations of monopolistic practices, Microsoft's diversification in Asia beyond office software has earned praise for its innovative approach to an emerging market. Computer maker IBM and chip manufacturer Intel also score highly on this front among our Top 10 multinationals. Peering more closely at country rankings, perceptions have been more changeable. Across the region, respondents have rewarded companies that rode out the economic crisis by offering higher levels of service and demonstrating long-term vision in a variety of combinations.