By now anyone who has a smartphone or a tablet also has an app, or rather, several pages of apps. Apps are ubiquitous in digital life.
Apps alone can provide business benefit. But apps plus a business platform, plus a business ecosystem, plus universal connectors can position the enterprise to become elastic, primed for highly scaleable growth.
In this post we will describe how apps are being used to create elasticity through the customer ecosystem, improving customer engagement, customer experience and customer innovation. In a second post, we’ll describe how apps are used to make the enterprise more elastic through different ecosysstem communities.
via Wikimedia Commons
" Fruit Seller" Louise Moillon, 1631
Let’s start with the customer ecosystem. The Baroque era, 17th Century painting by Louise Moillon, “Fruit Seller,” captures the essence of the merchant and customer relationship. The customer contemplates the basket of fruit and considers whether the product might fulfill a need. The painting embodies the customer lifecycle, as it has existed for eons, in one dramatic and artistic moment.
But today, the customer ecosystem expresses the dimensions of customer life in a highly connected world. Customers talk with other customers. Customers talk with competitors. Customers share experiences about products. Customers help other customers. And in some cases, customers help companies make products and services better. With the right app strategy an enterprise can engage the customer in ways never possible before, transform their company and create a long tail for competitive growth.