Underarmour is putting digital technology into its clothing, and Coke is now claiming "one degree of separation from every human being on earth" due to its digitisation, including apps, IoT, and software.
Bova estimates that by 2017, 20 percent of durable goods e-tailers will use 3D printing to create personalised offerings. For example, dresses are already being created in fashion, medical providers are providing 3D printed casts with sensors in them, and even prototypes for industrial art, such as power line towers that look like people.
In a world where the customer is now realising they can ask "why not?" and demand an answer, the industry has had to change to suit these demands.
"Really it's the customer that is the most disruptive thing in the market," she said.
Sign up for CIO Asia eNewsletters.