To many, Disney has become the posterchild for poor licensing decisions in digital era. Four years ago, the company sold exclusive digital rights to nearly the entire Disney catalog through the end of the decade. As a result, critics argue, Disney can do little to adapt to the OTT and D2C era – and enabled Netflix to build its own digital empire. But by focusing on Disney’s inflexibilities, this narrative overlooks the nuances of the company’s digital content strategy. Not only is Disney's future bright, it's closer than ever to fulfilling Walt own vision for the storied 'House of Mouse'.
Content is the core commodity of the digital economy. It is the gold we fashion into luxury experience, the diamond we encase in loyalty programs and upsells. Yet, as designers, we often plug it in after the fact. We prototype our interaction and visual design to exhaustion, but accept that the “real words” can just be dropped in later. There is a better way. More and more, the digital goods we create operate within a dynamic system of content, functionality, code and intent. Our products and services drift and spill into partner websites, social media feeds and myriad electronic aggregators, all seeking to shape visitor behavior and understanding. Systems build on systems, and, in short order, we’ve cobbled together a colossus the breadth of which sends minds a-boggling.
Customer experience has undergone a dramatic transformation over the past four years. The software category matured, fragmented and is consolidating as vendors and users, alike, tried to achieve the promised ROI – revenue growth from customer loyalty. Customer experience is in the process of being redefined. It’s not software that automates engagement or predicts which customer an employee should or should not pay attention to. Customer experience is about all-inclusive strategic alignment between the customer’s engagement expectations, brand promise and the company culture behind the brand. To win, CEOs must be maniacal about that alignment.
"Games give us unnecessary obstacles that we volunteer to tackle." — Jane McGonigal When starting to implement gamification into your enterprise software, it may be difficult to know where to begin. It is tempting to jump straight to mechanics and start thinking about points, badges, and leaderboards. Instead, we suggest a different approach. We recommend a process inspired by a well-established design philosophy called User Centered Design. 2.1 What is...
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