I am sure you noticed it too. In times of economic challenges surprisingly many new things pop up around us. One might call it innovations but often it is simply using existing technology for the first time and making it accessible to employees or customers. This is only at first sight surprising as one might think that companies put new things on hold right now having more pressing issues.
Probably most do I guess but the leaders actually don’t and use these times to gain some differentiation. Often in markets it seems where it is otherwise difficult to differentiate such as in the telecom industry.
This morning on my flight to Oslo I had such an experience too with an airline. Swiss, the local airline is showing lots of new things and promotes them heavily on billboards at the airport and also insight the planes on the LCD screens. Examples are:
- use of the new A330 fleet on selected routes to the US and Middle East
- super convenient first class experience
- mobile check in with sending your boarding pass that is then scanned in from your phone so no more printing of boarding passes anymore, available also in Germany and soon at man more airports
The mobile check in would have been possible since a long time but now it is introduced during times where also Swiss has to leave planes on the ground. But this is in my opinion the right thing to do especially if your business is in a commodity market. (of course with this service most likely they will save money too I guess by needing less personnel) And who will get out of this market slump stronger I am convinced is clear: the ones who used these times to offer better and differentiating products and services. By the way this does not only apply to products and services but also to the way you do product marketing. There are great new opportunities using online marketing tools such as private social communities to expand your out reach. Now is the time to explore and launch trials that are in full swing when the economy bounces back.