The New Experience for Business: Why User Experience Is the Differentiation Strategy in the Cloud Context

摘要

Could technologies transform software industry and drive the salience of user experience as differentiation strategy. However the current product augmentation paradigm conditions company's ability to design and market an experience product. Without new perspective on product augmentation a company may not succeed in communicating the value of user experience to its customers. Thus the differentiation strategy may be jeopardized. The paper proposes the transformation of traditional view of augmentation. The new model reflects the need for designing user experience prior to product or service development. Companies must build new capabilities to build a successful user experience differentiation strategy.