The question of ownership and the challenges In these cases and others, the evolving digital experience of the beta burden are two sides of the same coin. is designed to be an intrinsic part of the usefulness and It might sound strange to claim that ownership of differentiation of a product. That’s possible because the products is now being shared, but consider the wave enterprise can take control of a product to improve or of connected products emerging across industries. expand the experience after a person has purchased it. Caterpillar’s new generation of industrial equipment But this is a huge departure from the past, where what is being integrated with Cat Connect, a platform that you bought is what you got. Today, customers may own allows the company to continuously explore and introduce the physical piece, but the business administers the digital new telematics-driven services to customers such as side—effectively retaining ownership over part of what remote troubleshooting, performance optimization and makes the product valuable. 6,7 more. Likewise, Samsung is continuously expanding the capabilities of common items like TVs and refrigerators by integrating connected products from disparate companies with its SmartThings app. And Tesla customers have seen their cars transform without ever visiting a mechanic as new functions like autonomous driving, accommodations for pets and enhanced safety features are pushed through firmware updates.8,9