The arrival of pure digital players, who are now competing with major groups in the market, have taken the industry by storm and have challenged the position of these big players. New entrants such as Airbnb, Uber and Amazon were successful in capturing the market by capitalising on customer experience.
At the same time, the demands of B2C and B2B customers have become increasingly volatile: they expect companies to be more responsive, offer a fully customised approach and provide global solutions. Traditional companies who initially focused on the offer, must now become "customer centric" to gain competitive advantage and thereby create customer loyalty over the long term. Some traditional companies have been successful in quickly adopting these new business models and thereby becoming partners in their customer’s life projects. Specially this is the case for the transport sector which now offers comprehensive mobility plans. Health insurance players are also setting up an ecosystem by becoming their customer’s health partner offering personalised advice and access to medical platforms or home delivery of medicines.