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BCG rightly is pointing out from their research that digital innovation is just taking over everywhere. They point out that since 2014, only four types of innovation and that are all related to digital, have grown increasingly in importance in their pursuit by companies. So the need to innovate comes from digital as the source.
Adapted from: https://nbry.wordpress.com/2014/06/27/massive-platforms-for-cocreation-the-new-normal-22/. As of the first quarter of 2014, 30 percent of Fortune 500 companies did not have a mobile app, and less than half had a mobile website. Winner-takes-all dynamics play out. We are headed towards a co-creative platform economy.
Nike halved the size of its digital unit in 2014 by discontinuing its Nike+ Fuelband activity tracker and some other investments. It happened with analytics and bigdata, when companies like Sears and Zynga invested millions in creating analytics units that never paid back their investments.
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