For most people, all-digital customer fulfillment or “all-digital marketing” is an easier concept than “becoming a different kind of business” (customers, products, industries). In the mobile business, the concept is captured by “all-digital customer activation.
For that reason, much thinking about “digital transformation” focuses on customer-facing marketing and sales.
The notion of finding, ordering and taking delivery of a product all online is now familiar, and is the preferred activation model used by many upstart mobile service providers.
Transforming a business model (revenue, customers, products, position in value chains) is far more difficult, and arguably quite a bit riskier. For connectivity providers there is another danger: transformation by rivals who then compete directly with connectivity providers.
Going direct to customer can be helpful for connectivity providers, but arguably is more useful for other e-commerce, content or application providers. Indeed, one might argue that is precisely what the internet promises: direct access to end users and customers.
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