Differentiation
13.2%
9.0%
9.3%
9.6%
9.7%
These products sustain value for customers and may create stickiness without revenue
Buy or partner to bring these capabilities to market
Sustain
Customer Value
Unique and differentiable products which are revenue generative with positive ROI
Focus on custom building these unique digital capabilities
Drive Margins
below-average differentiation but still worthwhile for driving revenue
Bring these products to market as cost-effectively as possible
Optimize Revenue
Table Stakes
These products lack the strategic importance to be built and are rarely valuable enough for a partner
Should be ignored or purchased off the shelf
Revenue generation potential
High
Game Changers
LOW
Nice to Have
LOW
Commodity
High
Hard to Copy
A
C
D
B