Forrester Research Expects Digital Experience to Lead to Market Disruption

"Longstanding structural barriers to innovation are about to collapse," says Forrester Research analyst James L. McQuivey.  That belief flows from a conviction that economic assets might now, at least in part, because the cumulative impact of new digital technologies have made a world in which it is much easier for attackers to disrupt existing businesses, including even those with substantial barriers to such disruption.

That is the reason video industry executives are so worried about Netflix, for example. But something more than that is at play. Increasingly, the best products in many industries will build a digital relationship into the experience. In some ways, that is a linear extrapolation from what has been happening for at least a decade, namely that physical products have been incorporating more software as key parts of the overall product value. The typical way we say this is that "all companies are becoming 'experience' companies."

The relationships are probably easiest to see in products with some existing "content" component. That's why Sony began investing in content assets. But the iPod builds on iTunes as smartphones and tablets now build on app stores.

What is harder to see, but will become increasingly more obvious, is that most products, even those without a "content" component, will start to use content more frequently. Most companies create brochures, white papers, data sheets, press releases, websites, videos, podcasts and webcasts. Some create mobile apps and games. All of that is "content." What will change, over time, is the prominent use of other types of content as a routine part of the branding and relationship-building activities conducted by companies.