Wait and see? The bad approach which lets big data or artificial intelligence newcomers win quickly an unreachable advance.
Data is extensive
The processes to establish international distribution networks, recruit and manage staff worlwide remain complex. Nevertheless, for the digital companies, the offer adapts itself to any scale, for a reasonable price. After little investments in the adaptation to the local languages, a software is operational immediately in the targeted countries. It is possible to deliver to the customers its service at lower costs, and this scale effect also allows to rationalize its distribution and organization. Moreover, the digital ecosystem allows to simplify the problems of distribution and recruitment, while testing the local request without implementing expensive distribution networks.
Data is defensible
In the era of industrial production, the secrets of the competition could be acquired through an economic survey and through experts’ hiring to work on competitors’ patents. Activities centered on data are easier to protect since it is very difficult to rebuild thousands of lines of data or rules such as predictive algorithms. The customer value via the big data or the artificial intelligence cannot be easily duplicated.
Data is evolutive
The artificial intelligence, or machine learning more precisely, allow a company to adapt its offer in real time, according to the interactions with its customers. This is the way Netflix, for example, adapts its recommendations of movies, by taking into account reactions of people on the recommended movies. The continuous improvement of the recommendations or the predictive models of customers’ evolution is a key advantage for development of customer loyalty and acquisition.
As a conclusion, it is essential today to anticipate the business models centered on the data which could affect your activity. Some sectors are little concerned, but they are less and less numerous with the advent of performing technologies and a mature digital ecosystem.