16/06/2017 @breakneck speed New, tech-based user environments are rapidly blurring lines between products & services by delivering a rich, new customer experience. Making it mandatory for every brand to make sustained efforts to meet rising customer expectations. Typically achieved by extending a brand to adapt new technology to create new user environments. Sure to bring about positive changes in a brand’s characteristics. And may even create a new product or two in the process. But is that the real benefit / challenge? personalization, convenience & speed In today’s digital world, superior product features give at best, fleeting benefits - before a competing brand overtakes. (Or God forbid, a start-up!) Successful technology-driven disruptions have become the norm in the past decade. This in turn, is responsible for a sharp hike in clients’ demands & desires – which can be defined rather simply as personalization, convenience & speed. Or looked at in another way, the traditional product features must be realigned with fashion, lifestyle, & ease of use. There’s no doubt that today’s brand needs to meet new expectations of the customer. This means nothing if not extending the brand to new, technology based user environments, sometimes, creating a completely new product / service in the process. compound the benefits The real challenge (as well as benefit) of developing great user-environments is to accept the need to collaborate with existing popular environments as well as upcoming ones. Even if this means collaborating with the competition! Because this is the quickest & most efficient way by which a brand can compound the benefits of available technology environments - which is driven by multiple entities & factors beyond anyone’s control.