A lot has been said and written about iOS8, what works, what doesn't work, whether one should install it or whether one should wait. There are statistics on the number of installations compared to iOS 7 and both my colleague Simon and I have received numerous calls from our friends asking us whether we felt it was safe for them to go ahead and download it! Well, we did download and install iOS8 on our devices and were pleasantly surprised with to see how nice the features were!
Put a Digital Strategist (Simon) and a Digital Transformation Specialist (myself) together and what you are bound to get is a conversation around customer journeys and need gaps addressed by the new features. And here were the conclusions that the two of us came to:
i. The new features could help us do things we couldn't do before (send an audio message, get reply notifications, see when a message was sent, manage mails quickly, Siri knows the tune)
ii. The new features could help us accomplish more than what we could do before (Reach your favourite people, actionable notifications, Extensions, Quick Type, Selfies on a timer)
iii. If we chose to share some of our personal data, we could get a differentiated experience and enjoy both a cost advantage and a knowledge advantage (Healthkit, Share with your family)
This neatly ties up with PwC’s Three Waves of digital development:
- First wave: Economies of products and services
This is all about successfully offering new digital capabilities to customers and stakeholders
- Second wave: Economies of outcomes
This is all about enhancing digital capabilities to enable customers and stakeholders to accomplish more
- Third wave: Economies of wishes
This is about providing a differentiated experience and a clear advantage/benefit when a customer or stakeholder provides access to his or her data
Putting the two together, it seemed safe enough to infer that companies that were highly successful in this digital age (a.k.a Apple – one cannot argue with that):
- Tended to have product releases that addressed all 3 waves at the same time.
- Seemed to have a “magic ratio” of features in each wave for every release (for example it could be argued that the iOS 7 release with the movement away from skeuomorphism was skewed towards the first wave – economies of products and services).
- Had greater integration with what was “good” out there with each release while still differentiating themselves on core brand value. A fearless market stance seldom exhibited before! (Apple taking tentative steps into opening up iOS for integration with extensions and widgets)
Gartner’s view is by 2020, 75% of businesses will be digital businesses – hence there are implications of these inferences on almost every business and client we provide advice to. Simon and I have taken a look at these inferences and interpreted these into actionable suggestions at the strategy level:
- From Agile Development To An Agile Mindset
The world is truly in beta and internet and mobile banking product owners, heads of development and customer experience specialists need to think of their platform capabilities as versions and plan on quarterly, yearly or minor and major releases. This mindset is very prevalent in the digital and IT departments in banks, but this mindset needs to move into Business and the Board.
- The Rise Of Three Dimensional Capabilities
As explained in the 3 waves of digital development; digital capabilities, like physical assets exist in 3 states. Digital capabilities exist either as products & services, as outcomes or as wishes just as physical assets exist in solid, liquid or gaseous states. And just as physical assets behave differently when they are in different states (water has different properties to steam, energy can be generated from both but through different ways), digital capabilities in different states need to be leveraged differently (example OAC through actionable notifications is a capability as a product, when we use actionable notifications for employees in customer care to react instantaneously to customer queries, it is an outcome.) Digital capabilities like physical assets can move between states, so business leaders need to clearly understand the state and the resultant properties of each digital capability to get the desired impact in the marketplace.
- Customer Empowerment May Be A Sharper Differentiator To Customer Experience
As platforms and capabilities between competitors open up, to allow customers to configure what they consider “best” (for example, I can choose the Apple keyboard or choose to use Swiftkey or Swype), we will enter the bold new era of truly unified, best in class customer experience as defined by customers. The question that customers are likely to ask is “where am I empowered more?” and make choices based on that rather than pure play best in class customer experience. So we may need “Customer Empowerment” departments rather than “Customer Experience” skills.
We may already have iOS8.0.1 to handle all the bugs that have cropped up, but we know that Apple will solve those, and all of these features will become “best in class” and will herald in the age when beta became mainstream.