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"Their core differentiator no longer works," Cross says.
The fact is that purpose is becoming a core differentiator in today's retail landscape.
This is a leading technology company, claiming novelty and innovation as its core differentiator.
Later, this sensibility became an essential part of Apple computers and Apple's core differentiator in the marketplace.
As a result, technology is altering its role from being a facilitator to a core differentiator in every enterprise's journey.
AppDynamics is in the increasingly competitive application performance management space where analytics is a core differentiator.
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It will have to hone its core differentiators around low price, selection and agile delivery.
The former lets them focus on core differentiators, at the risk of commoditization by other larger platform vendors.
The core differentiators of the product, however, are its ad-free freemium paid business model and completely open API.
"One of our core differentiators is the gesture system — we have a gestures system today that is, as far as we know, the only gesture system that can run on mobile and can fully replicate what you can do on a touchscreen," he told me.
Jon Slusser, Senior Vice President of Spike Digital and Video Games, described the core differentiators for Spike.com as the Spike editorial filter and creative on-air executions.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com