Threats and opportunities are not limited to customer-facing applications. Empowered consumers have rewritten the terms of engagement in the healthcare industry. Insurance brokers no longer live in a world of captive consumers, where success meant convincing a business' HR department that their proposal was good for the corporate bottom line. Now the plan must appeal to employees as well. A major healthcare insurer improved its sales effectiveness by equipping its independent brokers with an iPad application that presented financial models and analyzed alternatives from the employee's perspective.
"Once you start dealing with customers, the need for continuous innovation skyrockets."
- Rob Kelley, partner, LiquidHub