Remember Me. Predicated on the idea that anyone can make the perfect espresso just like those served in the best Italian cafes, in , Nespresso created and dominated an entirely new coffee category, the gourmet single-cup coffee market. The product consists of high quality, individually-portioned coffee in aluminum capsules for use in specially-designed machines, sold at household appliance retailers and the Nespresso shop See Figure 1a and 1b below. Nestle tried to maintain its grip on the capsule market through the use of its numerous patents and legal action against some of its rivals, but had little success.
Digital Innovation and Transformation
Nespresso is a success story that should not be missing from any top list of product and business model innovations. With excellent taste, exclusive style and experience, the Swiss company has managed to sell its coffee many times over, far from any price war. About providers have already tried to copy it. After many, even lost patent disputes, Nespresso is now relaxed and convinced of the unique customer benefit: the customers try and come back. But the perfect business model is not quite perfect - why? You can find out here. The customer's need for sustainability. The coffee capsules are packed in aluminium.
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