The On-Demand Economy is revolutionising consumer behaviour around the world. But what is it exactly? Lloyd Ball The new on-demand economy is the immediate real-time provision of goods and services by companies using smart technologies, and consumers have embraced this trend with a frequency that is unprecedented. The increase in the number of smartphone connected consumers, simple and secure purchase flows, and location-based services are a few of the market conditions and technological innovations that propel the explosion in on-demand services.  The always on, always connected revolution has made convenience, efficiency, and simplicity critical ingredients in purchasing decisions — never before has a consumer been able to buy anything they want at anytime with simply the tap of a button. Despite the relative youth of on-demand businesses, it is expanding at a rapid pace. Supply is driven via an efficient, intuitive digital mesh layered on top of existing infrastruct...