Businesses are now at a pivotal point for their long-term strategy Cooperative experiences promise incredible value to companies Meanwhile, Uber is ramping up its effort to give riders more that can push them across customers’ everyday lives. But to do control over the in-car aspect of the Uber experience. In May so successfully, companies need to take on a new role—shifting 2019, the company added a “quiet preferred” option to its luxury the focus from simply making sales or providing entertainment, Uber Black and Uber SUV rides, allowing passengers to avoid 19 to how they can best utilize customer input, guidelines and unwanted small talk. Later in the year, the company expanded choices. They’re still providing experiences, but now customizing that strategy to more riders, launching Uber Comfort, a new those experiences effectively means understanding when option that features a slew of customer preference choices— to make the process seamless and invisible for customers, including quiet mode and temperature controls.20 and when to step back and give individuals control. The new imperative for enterprises is to reposition themselves from Companies like Tinder, Valve and Uber are not just gaining an administrator to an enabler and a guide. immediate value from their cooperative experiences, they’re setting themselves up for future success. As emerging For instance, Steam Labs, a section of video game developer technologies like 5G and augmented reality (AR) become Valve, is experimenting with a new kind of game recommendation widespread, their impact on experience delivery will make 17 system. The company’s interactive approach starts traditionally, balancing curation with customer agency even more critical. basing recommendations on customers’ playtime history, but AR will let businesses customize people’s visual environment, also incorporates how players feel in the moment. Customers moving experience delivery outside of screens and into the use sliders to help generate recommendations in line with their world. And as 5G networks roll out globally, they will enable current interests—like more indie games or newer releases. Just an explosion of new interactions and channels in the physical one month after launch, Valve said the recommender was so far world, making experience delivery possible nearly everywhere. performing very well, with people adding nearly 10,000 different 18 games to their wish lists from the Interactive Recommender page.