The digitization of consumption offers a new opportunity for brands to create new types of value of their customers after the sale of a product or service.This has far reaching implications for how organizations must shape their value propositions, run their operations, and engage with their customers and partners.
Over the past 10 or 15 years, the so-called "first digital wave" has had a major impact on the way companies do business---particularly leading up to making-the-sale, or "pre-transaction". That first wave of digital activity focused mainly on how value is transacted in the digital channel. Now we're starting to see something new: both the customer proposition as well as the very consumption of products and services post-transaction are now taking place within the digital channel. It's quite likely that the digitization of consumption is going to lead to new interactions and new experiences leading to radical changes in the ways value gets created and consumed.