Jason Edge considers the way that the world has moved in ten years. Ten years ago there was no iphone, there were no smart phones, no apps or app landscape and no demand for these kinds of digital experience. The launch of the smart phone was the thing that created demand for a fully realised digital experience. What we now need is something that creates the answer to that consumer demand, that provides the kind of fully integrated digital experience that consumers now want. In the future an organisation that cannot satisfy this demand from an individual is an organisation that’s destined to fail.