Businesses have become increasingly digital, as customers use their mobile devices as the channel of choice to access services. For new entrants, this has lowered barriers to entry as they take advantage of new digital-ready platforms from which to offer their products.

Legacy businesses face a two-fold challenge: how to retain existing customers, and how to attract new customers amidst intensified competition. How can firms avoid the ´Innovation theatre´ trap of being involved in all of the latest innovation trends without truly changing the experience for your customers?