Technology changes customer behaviour and needs.

There are two paradigm-shifts going on. From product to service. From digital to mobile. Service production is today 85 percent of Swedens BNP. Two thirds in USA and Canada works in services. There are 5 billion mobile phones in the world today, we will pass 6 billion in the beginning of 2012. The percentage of mobile surfing in the world will pass web surfing in 2014 at the latest. Mobile marketing is the fastest growing advertising channel in Sweden today. And 2 percent of all Swedes regularly buy train tickets, pay for movies and busses through their mobile phone.

These are well known facts. And it is the same all over the industrial world.

What does this mean?

The development of technology has changed customer needs and behaviour. Today we live in multiple sets of channels, depending on our needs in different situations. We interact. We are mobile. And we demand mobility.

For the media and newspaper industry, this means new ways of doing business. The product of a media company is becoming more and more diverse, just as the need of the customer. In some business success lies in niching the offer, in some in broadening the product or offering new services.

How can you continue to keep track of the customer, build loyalty and profitable business?

The newspaper businesses; subscription, advertising, editorial will be split in a large number of products and services and will be combined in new and different ways. Some with a long life span, some with short. Every service needs to be maintained and improved due to customer needs and behaviour. And of course with focus how services are presented, on service design and customer usability.

Mobile and mobility is key. TULO digital ecosystem the solution.