Instead of just automating back-office chores, software became the face that a company presents to the world. Instead of walking into your bank, you used an app. You didn’t walk into a store, you shopped online instead. This had two critical implications for the world of software: First, customers suddenly did care about the software that companies used because the customers directly interfaced with it. If you had a better website or mobile app than your competition, it would be a good reason for customers to pick you. Second, it meant that new competition could enter the market more easily.
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