Today new digital technologies are changing the way consumers shop. While they create challenges, they also introduce new opportunities. You may have the best product in the world, but users tend to drop-off of services when the offer is interrupted. Through seamless ecosystems, users get a fluid service that allows them to achieve their goals without having to jump between brands and in fewer steps (friction-less).

Globant in its recent Sentinel report, suggests that by collaborating with other companies, brands can create a path for the user end-to-end journey and increase their overall value propositions. It’s all about creating “Fluidity & Shortcuts” – a smart physical environment for the consumer, who is eager to experience a seamless digital merge.

Earlier this year, Uber launched a feature that allows developers to embed the Uber app within other apps. For instance, you can read a movie review, look showtimes at a local theatre, and request an Uber cab all without leaving the original app. The API comprises of a “Request Endpoint” feature, which integrates the entire Uber experience within other existing apps. This opens up immeasurable opportunities regarding how people can use Uber in the future. Uber opens up their service to all brands and apps, working on affiliate programs with brands such as Starbucks and TripAdvisor.

Santiago Fontanarrosa, VP of Technology at Globant, recognizes there is no such thing as an application that “can do it all.”  If we try to reach the perfect solution, one that can help us with our daily tasks, from paying for coffee in the morning to hailing a taxi to booking theatre tickets or dinner reservations, we are setting ourselves up to fail. Time and money are required to create such an ecosystem in order to allow users to perform all their necessary tasks, plus years of research and knowledge. It is simply not something that can be acquired and learned in just a few days. Here is where partnership comes into play – “the whole is greater than the sum of its parts.

Thus a much needed collaboration is required between brands in order to keep their users engaged throughout their digital journey for physical needs. Also, with this method they get insights into more user information, action trends vital to understanding user preferences, and more possible collaborative works that can the brands accomplish with their interactions.

It’s very simple pitch. By connecting brands that complete the full user experience seamlessly, we can increase conversion and user engagement as the user stays within a naturally fluid ecosystem.

A seamless experience is no more a luxury to users rather a growing necessity. Wait time should decrease. To do so, if business can evolve exponentially in their offerings and services sooner, the better. But if not, the best bet will be to form partnership and co-create offerings that the consumer will not just grab but will hold on to it. The “so called” ecosystem is vast, and to connect all the dots at once is not a one person job. This require many hands and many pens in order to draw the lines together and complete the paths without any disconnect or holes from where the customer can slip off.

What partnerships do you create in order to reduce wait time?

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