BW Businessworld, India: Cognizant’s Global Chief Technology Officer Discusses the Blurred Line Between Products and Services

“By taking a proactive approach, companies can define ways to embed intelligence and value-added services into existing products, and look at ways to edge competitors,” writes Aan S. Chauhan. “It is imperative to build a roadmap to transform services and products to fit the Blur model.”  Excerpts:

“We are seeing the effects of the world going digital every day. Watches are functioning as smart health monitors. Cars are becoming just another moving part on the information highway that gathers driving data that aims to eventually free you from the wheels. In this digital world, there is a palpable ‘Blur’ as the distinction between products and services are vanishing.

When products become much more than one-time purchases, they also become services in themselves. Technological advances are enabling companies Blur the line between products and services, and disrupt consumption at the fundamental level. In such a scenario, companies that focus their energies on providing compelling product and service support while ensuring complete data security and enhanced experience for the customers will be on the winners’ list.

In a product and value-added services world, immensely beneficial insights about human behaviours, needs and wants can be attained, which helps design perfect products. Wherever these ‘code halos’ intersect people, processes, organizations and things, the resulting knowledge would pave the way to a smarter and more efficient world that delights customers.”

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