Developing features, services, or ideas that fulfill an unmet need.
Digital offerings (software, media, e-books) have decoupled delivery from physical logistics. The "delivery channel" is now bandwidth. This has created the "Service-Dominant Logic" of marketing, where goods are merely appliances for service delivery. You don't buy a drill; you buy the service of a hole in your wall. You don't buy a movie ticket; you buy the delivery of entertainment. marketing delivering and exchanging offerings