Why it matters
As digital enterprises are responsible for an increasingly large volume of transactions, there is obvious potential for expansion into financial services. The deep insights these enterprises have into customer needs and habits, and their focus on new product development, have the potential to disrupt the financial sector.
- Digital brands have the opportunity to extend into new categories if they can identify ancillary pain points that are related to their existing products and services.
- Heightened utility is at the core of many digital enterprises, and providing integrated, seamless services can effectively connect related offerings in different categories.
- Identifying a purpose that is shared by products in different categories can help ensure brand consistency.