The On-Demand Economy is revolutionising consumer behaviour around the world. But what is it exactly and how can you ensure your company is ready for it? Disruptive technologies such as Airbnb and Uber are changing the way business gets done. This new on-demand economy is the immediate real-time provision of goods and services by companies using smart technologies. 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. Customers have real choice with an on-demand economy, and rapidly changing technology is changing the way we do business forever. 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 b...

Gavin Etheridge Manufacturing processes can be replicated, products imitated and ideas copied. But, it is not as simple to emulate the authentic relationships South African consumers share with their favourite brands. Nor is it easy to contest the position these products occupy in the minds of their loyal patrons. In the face of technological innovation, globalisation and a bewildering array of traditional and online media, brands can and often do win… now more than ever before. This is according to Gavin Etheridge, Cape Town Director of Epic MSLGROUP , who says that when a deep emotional connection is cultivated between companies and customers, its brand loyalty and not improved features, augmented services and innovative designs that protect their market share. Etheridge further explains that few markets display this phenomena better than the pharmaceutical industry. “Almost entirely driven by product promotion in the past, doctors were considered the only target market. In...

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...