At the enterprise level, the omni-channel experience is very often all about e-commerce digital transactions and the ability to order and/or interact with goods and services.
The user experience battle has never been fiercer. A cross-device challenge is predominantly being driven by the power users and their smartphones. A decade ago many users would lug clunky laptops around for their wider functionality and applications. Today we can get almost all the computing power we need from smartphones and tablets.
This leaves the enterprise technology industry trying its hardest to create what we call omni-channel experiences. The ability to switch from one mobile device to another (and then perhaps back to a desktop device) and perform the same core operations is what we strive for.
The digital transformation has fundamentally changed the way consumers engage with brands.
Read more at Forbes by Adrian Bridgwater