Occasionally, a few events cluster in daily life that make you sit back and realize: “Wow, things have really changed.” This spring, as a typical homeowner, I had the local heating and AC service company come out and inspect and tune up the A/C. I registered the appointment over the internet and did not think anything was really different (though the web appointment was much better than previous experiences of calling and being put on hold). Yet on the day of the appointment, I received a call from the service technician while en route, telling me he would be there in 30 minutes. That was nice, and even better when he arrived right on time (this is a feat in itself in America, not in Denmark 🙂 ). As the technician inspected the units, took care of the issues (faulty thermostat) I noticed more changes. He had checked out what the proper replacement thermostat was from a modified iPhone  and then gone and pulled it from his truck. Throughout, he did everything on his phone,  making notes, compiling the invoice, getting my signature on it, emailing it to me, taking a picture of my check (or he could have swiped my credit card). He topped it off by setting up the fall tuneup. Fully intrigued, I asked about the impact of the new device and capabilities to his service day. As it turns out, all of his appointments for the day were on the iPhone as well as the driving instructions. His company had transitioned everything the field service techs did to the iPhones and ‘pretty much eliminated all paper’. His view? Things were a lot easier, he spent more time doing real work and no lost paperwork. My view? Wow!

To see a small enterprise make such a dramatic impact with IT on the everyday tasks and productivity of a small business like AC or furnace repair is remarkable. And the potential of impact by consumer technologies on small businesses was driven home when I went to the local barbecue restaurant for lunch. When the attendant took my order with an iPad and then explained they no longer had regular cash registers, I was wondering if I had been in a time warp and somehow missed these changes. She further explained that the iPads were also a huge convenience when they set up their booths at festivals and fairs.  Another win for consumer tech in small businesses.

I still remember being slightly surprised when I walked into the first Apple stores back before 2010 and instead of walking back to a register line with my purchase, the Apple salesperson processed it right where I stood with a slightly modified iPhone. Pretty cool. But now the barbecue place also? And the furnace repair guy? And workflow and invoice and payment software to match? The consumer tech and accompanying software are becoming serious business tools of choice for small businesses. They are not just being used to improve payments and act as cash registers (and of course, there are other good tools that have been introduced like Square or Stripe or many others), but handle appointments, customer communications, inventory, workflow, delivery routing, ordering, invoicing, and accounting. These vertical apps on consumer devices allow small businesses to minimize the administration overhead and focus far more on their true services to their customer.

What is also compelling about the adoption of the new mobile technologies by small businesses is the level of positive impact they are having on the businesses themselves. Eliminating paper? That has been a lofty goal of many large businesses for decades. Looks like small businesses are actually getting it done. Provide much better customer service through all-electronic customer interactions? Also being done. This enables to small business to compete much more effectively for that customer. Enable employees to be more productive from anywhere?  Check. And all while leveraging consumer-based and cloud technologies at a fraction of the small business IT costs and complexity from just 5 or 10 years ago.

And yet, as compelling as these small business examples are, recent articles (here, the WSJ) suggest that the largest enterprises are grabbing the biggest gains from technology implementations. As noted in the article, “economists have discovered an unsettling phenomenon: While top companies are getting much more productive, gains are stalling for everyone else. And the gap between the two is widening, with globalization and new technology delivering outsize rewards to the titans of the global economy.” Thus, gains in productivity from apply technology appear to be extremely uneven across the enterprise landscape. The larger firms, or the ones most adept at applying technology, are reaping most of the rewards.

The gap becomes even larger when gains are achieved through proprietary solutions that then allow outsized productivity gains. One example provided was PWC building lead analysis software that enabled 30x productivity gains in scanning contracts. PWC built the software itself, and even though there is commercial software now available for smaller firms, the cost of the software reduces the gains. Of course, if the software becomes not just a productivity gain but a industry or sector platform – like Amazon’s marketplace software – then the gains become enormous and far beyond just productivity.

As the scope of digitalization expands and the possibilities of doing ever more functions and capabilities increase with technology’s advances, it appears that the leading companies who have scale can craft custom software solutions to greatly streamline and reduce costs and enable them to win the lion’s share of the gains – particularly in productivity. Or even win the lion’s share of the market with a compelling platform (like Amazon’s marketplace). And by having the scale, when you do hit the mark with your digitalization, your gains are much larger.

Of course, making the right investments and successfully optimizing the processes of a large and complex business requires enormous vision, skill, persistence, collaboration, and leadership. It’s not about buying the latest tech (e.g. AI engine), but instead it is about having a strong vision of your place in your market, an even stronger understanding of your customers and what they want, and the willingness to work long and hard together to deliver the new capabilities. Thus, instead of a ‘new’ way to success, digitalization and technology just increase the rewards for the largest companies that focus on their customers and deliver these solutions better.

And the small businesses that are truly gaining advantage from becoming digitalized? Maybe they will grow faster and emerge as large enterprise winners in the future.

What has the impact of consumer tech been on your enterprise? Are you seeing the same changes in your local small businesses? And for large enterprises, are you seeing productivity gains from digitalization? And if you are one of the biggest, should you be expecting more from your digitalization investments?

I look forward to your comments.

Best, Jim Ditmore