ABSTRACT
Digital business fundamentally changes the core of products and ser-vices. The value that customers experience often becomes more data centric and digitally controlled. Both the competencies required to create that value and the pathways to its delivery are unusual, challenging, and often resisted. However, once companies engage and start to develop the new competencies and pathways, their power and attractiveness often grows quickly. Traditional players that have enjoyed dominance for decades can find others suddenly seizing these new routes. The walls that once defended one industry from another crumble and become blurred and ill defined. Defending your old core won’t do; instead, go after the new opportunities and build your part of the new platform before someone else uses it to control your business.
