The Problem
As new industries emerge from convergence new players appear as traditional industries are redefined. Problems stem from the increasingly fast pace of innovation creating anxiety around convergence and value in businesses, many times in the form of intangible assets, can become lost or hidden.
Where, when and how do companies create value and maintain competitive advantage for customers in a converging industry?
Customer values are unlikely to be created in the same place or same way. Traditional KPIs will not be measuring the right things. Customer value will be found in new experiences and characteristics that convergence brings. To defend, develop and find new customer values customer value, businesses must have clear understanding of their competitive advantage and the means and flexibility to control it.
How can you control customer value that the company produces during convergence? And how should control be exercised for the longest possible time?