Unify Blog

If you ever wanted to see the “on-demand economy” in action   – you just have to look the recent Thanksgiving holidays.  The frenzy that is Black Friday and Cyber Monday are perfect examples of how we as consumers now want to purchase goods and services – and how we are spending like never before.

Adobe estimated Cyber Monday sales to be a record $2.98 billion in sales, up 12% from 2014 – making it the biggest online sales day of 2015 in the US. More sales were driven by mobile phones than ever before, with Walmart.com reporting 70% of its online traffic from smart-phones and tablets.

In the last few years, there has been a flip in our consumer mindset, as smart phones have become a mini marketplace inside our pockets. Buyer expectations were uprooted, and instant gratification is now a primary concern for business – causing selling and delivery models to change so customers either received what they wanted immediately, or with a click of a button.  I can’t actually remember the last time I felt laden down with shopping bags – which is a very welcome relief! 

Twitter co-founder Ev Williams encapsulated this idea well: “The internet makes human desires more easily attainable. In other words, it offers convenience. Convenience on the internet is basically achieved by two things: speed, and cognitive ease. If you study what the really big things on the internet are, you realize they are masters at making things fast and not making people think.”

B2B On-Demand  

“There’s an app for that,” is a concise way to summarize this New Demand. When companies commit to a mobile-first mentality – whether they are selling music, groceries, news etc., they are essentially telling their users, “You have everything you need in your pocket.”

While we see this trend impact the consumer market, with mobile apps like BloomThatInstacartSpotify, the on-demand expectation is now coming to play in enterprise and B2B solutions, particularly around how we communicate and collaborate with one another.

Business profitability, inventiveness and operational efficiency depend on real -time communications and effective collaboration. Today, any business tool you use should be mobile-enabled and accessible on any device. If not, it is of no help to today’s anywhere workers. Instead of on-demand products and services – business tools need to promote the notion of on-demand access to colleagues for ideas and inspiration.

It’s nearly 2016… No company should be stuck in the email bog. It stifles creative thinking and is a complete time waster. Today we see professionals on agile teams and at startups prioritize text, messenger streams and video chats to stay accountable to one another. Some organizations call it “daily scrum” or “standup meetings”, and while some do it in-person, virtual teams must find alternatives to connecting and staying in synch with one another.

Today, we have Circuit accessible to all because we believe in order to usher in the New Way to Work we must enable diverse teams – across  startups, to non-profits, to SMBs to the enterprise – with the tools necessary to join the on-demand economy.

I would love to know what you think…..the on-demand economy is well represented in the consumer market but how can it impact business to business?

Posted in CMO Blog, Executive Blogs, New Way To Work