Over the last twenty years the technologic innovation has opened the way to mass customization, which means mass production and distribution of goods and services developed based on individual consumer requirements. The new paradigm puts the client at the centre of company strategies and, as a consequence, causes internal processes to be redesigned with the goal of ensuring the best possible experience for the client. And digitalization, which enables data traceability and faster interactions between company and clients, is acting as catalyst of this process.
Among the various terms associated with this paradigm, the one that is absolutely the most used and well known is the “on-demand” concept, meaning the delivery of a service according to users’ wishes.
As an example, let’s look at three sectors that are strongly impacted by digital transformation: media & entertainment, retail, and the gaming sector.
In the “media & entertainment” sector the transformation has been deep: initiated from platforms such as You tube or P2P sharing, as of today it has generated the proliferation of on-demand initiatives such as Deezer, Pandora and Spotify in the “audio” segment, and Infiniti, Netflix and Sky in the “video” segment.
In retail, B2c eCommerce is radically changing consumer customs and purchasing behaviours, while one of the success factors of the last two years is, in fact, on-demand delivery, which allows clients to choose when and where to collect purchases made online. There are many initiatives worldwide that have invested in this direction, leveraging the services of some startups such as Instacart and Postmates in the USA and Glovo and Milkman Deliveries in Italy.
In the gaming sector the concept has landed quite recently: a couple of weeks ago Sisal introduced “on-demand” betting to the Italian market. This option provides the online player with the possibility of putting forward suggestions of actual events on which to bet that, if approved by the dealer, are added to the official listings.
These examples clearly show how “on-demand” customizations improve the user experience – making them feel more involved and pampered, with positive effects on brand loyalty. To put the service into effect though, requires the merchant to implement a tight integration of IT systems, adopt control systems and correctly define internal processes.
by Samuele Fraternali, Director Online Gaming Observatory