The digitization in the latest decades, has set the traditional customer perception under pressure. With the digital economy, platforms have shifted from delivering products to be a platform for delivering self service functionality. We now see that the users now use the business platform to produce the products or services themselves.
In this way the consumer becomes a producer. For example in social media like Facebook or TikTok the users also produce the content. In this way the user has become a prosumer, and the platform becomes a production facility. In this way it can produce totally customised products, services or experiences.