Trend 5 MYMARKETS #TECHVISION2019 With companies, workforces, consumers, and industries now inextricably connected, being digital is no longer enough for a business to differentiate itself. But it does give organizations a foothold for their next big opportunity: capturing moments. Paper Boats, a beverage brand operating in India, uses hyper- customization as a key driver of market growth. Its main product is buttermilk soft drinks, but unlike other beverage companies that work hard to drive consistency, the drink tastes different depending 1 on where it is sold. Paper Boats infuses regional flavors like curry leaves, green chili, or ginger that better reflect local tastes—even going so far as to use localized mango varietals to ensure customers in every region are delighted. No opportunity is too small or too fleeting; the company also completes small runs of seasonal beverages to celebrate regional holidays. One such drink— Panakam—is sold for only three days a year. 74 TECHNOLOGY VISION 2019 THE POST-DIGITAL ERA IS UPON US