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How do you compete in an industry controlled by just three companies? One start-up decided to find out for itself.
Via Kasia Hein-Peters
There are a few things that make this example interesting for me:
- value innovation in a commoditized market, where decisions are made mostly based on price
- creating a very different value proposition, focused on customer-centricity
- use of technology (app)
- storytelling as a way of customer engagement