Slowly but surely, more and more companies are realising that their digital efforts are just as integral to their business as whatever else it is that they're doing. Every company needs to be a tech company now.

In Australia, Commbank realised this at a very early stage: there's actually very little differentiation between the financial products from bank to bank. Sure, interest rates change here and there but on the whole, everyone is the same. Commbank realised that they can make their internet banking and mobile apps just as much as their core product and their differentiator. People aren't going to stay with their bank because of a debit card, but they will stay the one with the better app with more features. They rolled out a bunch of firsts - peer to peer payments by bumping phones together in 2010, transferring money to others using just their phone number, or 'Cardless Cash' where overnight they updated their network of ATMs to allow withdrawals using their phone app.

Qantas is another example of a company that invests (for better or worse) heavily into their digital products all throughout the customer journey.

Every company needs to be apt at digital because, in one way or another, every company is a tech company. It's the successful ones that realise this and use it to their advantage.