Niji digital has been their sole focus since they launched back in 2001. Originally created to sell manufactured products, marketplaces are increasingly making the switch to services. This, in turn, is creating a new type of economy based on functionality and practice. The "product-service” paradigm is central to many of the changes they see around them today, with an underlying design movement driving the transition from idea to reality. It will no longer be possible to separate a business’ performance from its willingness to embrace, and indeed harness, these major changes at play in their society, or, for that matter, from the performance of its digital solutions.