Into the eXperience-verse: the strategic frontier of cloud business innovation and value co-creation

Purpose The authors introduce readers to the eXperience-verse revolution, the next strategic frontier of cloud business innovation and value co-creation. Design/methodology/approach The eXperience-verse revolution unfolds concurrently with the evolution of the digital technologies and as enterprises learn to harness them and create greater and more unique, personalized value to all stakeholding individuals-as-experiencers. Findings Unlike the previous four Industrial Revolutions driven by technology, this new era requires an “experience-first” frame of reference of value creation by every enterprise. Practical/implications Emerging technologies are leveraged at the moment of engagement between the enterprise and the experiencers?the goal is to engender value to the individual-as-experiencer. Originality/value As industry clouds now accelerate strategic business innovation of interactive experience ecosystems, a whole new dimension of value-innovation and value-creation is being created - the “eXperience-verse”.