Digitalization has moved from simply improving existing business models to profoundly disrupting them, resulting in a redefinition of roles and boundaries.
We see the lines between industries blurring: car manufacturers integrate solutions traditionally reserved for finance and telecommunications, sports apparel companies move into high-tech digital fitness. The rise of configurable, personalized products and e-commerce means that producers no longer simply produce: manufacturers now also enjoy direct relationships with the end consumers.
As the rules of engagement between buyers, suppliers, and partners change, so do the ways we interact and collaborate – as both individuals and organizations. A strong, open ecosystem is now more important than ever, but equally important are the models of interaction.
Increasingly in today's world, it's all about partnering to effectively deal with the challenges – and, of course, benefits – of digitalization. The traditional role of software providers – and the clue is in the name – is also affected by this change.
Simply developing, selling, and shipping the latest solutions – regardless of how cutting-edge they may be – is not enough anymore. Because despite realizing the importance of digitalization, many organizations still struggle to identify where and how emerging platforms, technologies, and applications could offer value.
So it is not the question of why transform that often remains unanswered, but rather the what, the when, and the how.