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Addressing shopper/customer's Wiifm needs (What’s-in-it-for-me) should be one of the primary inputs into designing any Direct-2-Consumer (D2C) service

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Wireless Carriers transforming from being (traditional) connectivity provider → (trusted) connected solutions partner & architect are best positioned to play a lead role in the Connected Life & Industry 4.0 transformation

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Upon running out of the same laundry detergent I've used for the past 4 years; I took out my phone  clicked re-order within the (e-Store) App got it home delivered the same day (even easier with Subscription, Voice & IoT)... all hail Frictionless Experience!

BUT... what the above process lacked were Educational & Trial frictional points that could have allowed me to discover / try out other detergent brands

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