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Many companies we encounter in our daily work see the power of technology in delivering the traditional product or service (or something similar to it) more efficiently. Trying to do so is of course not bad \u2013 even though considerable investments often make it difficult to realise efficiency gains. The real potential of digital transformation, however, lies in also creating more appealing, differentiating value propositions to the right customer segments.<\/p>\n
Rather often new entrants \u2013 not incumbents \u2013 go this way. The following article describes a fascinating example in which a telecoms company uses technology to offer a superior customer experience for a clearly defined customer segment and shakes up the market. There are a few good lessons to learn from this example.<\/p>\n