Marketing, according to Dipak Jain, Dean of Kellogg School of Management has to move over from 4Ps and focus on 3Cs - Convenience, Choice and Control as customer experience becomes the single important differentiator for brands.
I think this is an important shift that he is predicting for the entire marketing fraternity and their thinking. As more and more companies want to "own" the customer, we need to come-up with solutions across what I call as "spectrum of interactions" with the company.
Innovations will happen around how companies change the way interactions are done with their customers and make it easy for customers to take control. It's therefore not "product innovation" but "interaction innovation".