Don't be seduced by "sexy-looking" tech firms. That's the view of award winning entrepreneur and the boss of Ariadne Capital, Julie Meyer. Tech is crucial, she says, but often it's the "duller" looking firms that could offer the best rewards.

She says her experts "don’t understand" how people can invest in any ecosystem; health, transportation, media, financial services, unless they know they are getting leverage from the technology in the business models. She believes companies such as Google, Facebook, LinkedIn, Apple and Amazon are winning, because they "drive the economics for their ecosystems".

Julie adds investors shouldn't be afraid to seek out the tech-firms, that don’t offer the sexiest products. She uses one of her portfolio companies Tagstar as an example, which enables retailers to convert traffic more effectively. Julie explains this "may not sound sexy, but boy is it profitable" for retailers. 

She says: "If I am an investor looking at Thomas Cook or Shop Direct I want to know; what is your access to the best technology and tools? Because these firms are actually competing with Amazon and ebay who have billions to invest in technology".

But when it comes to the Tech industry, it’s not just about being forward thinking it is about staying on top of the game. A slew of companies have failed to do so and are declining rapidly from their number one spot. Julie says that Nokia fits in to this category because it "failed to pick-up on signals that the market was changing".