The extract below says it all and the article builds the case out further. Competitive differentiation is the key and the reason why.
And as all applications should be analytics apps it becomes evident all company should also be analytics companies
In today’s competitive marketplace, many businesses are struggling to find ways to differentiate their products and services. Even multinational name-brand corporations – from apparel and sporting goods to appliances, automobiles and hospitality – feel the pressure. Success for these businesses no longer comes solely from offering increasingly commoditized products or relying on benefits supposedly imparted by a brand. To really set themselves apart, companies must offer something extra to make their products more desirable and engender brand loyalty. That something is information – information fueled by data. We are quickly entering the era of Meta-Products, where information added to the product truly creates a superior offering