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Dodging disruption with software – how to prevent commoditization

– Matthias Kalle Dalheimer

If your company produces physical products, you might think that your most important asset is the in-depth experience acquired in your field, your loyal customer base, or your top-notch manufacturing facilities, not your software.

However, over and over again, industry giants in many fields have been toppled by Silicon Valley start-ups and game-changing innovations. When a software-savvy competitor enters your market, they provide new benefits that win over your customers. That leaves you in a game of catch-up to regain market share and re-establish your brand. How can you avoid your company being upstaged by an upstart?