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While technology on tap /demand as a utility is useful for the traditional core processing, the rapid changes from the ecosystem would mean that the new entrants would still need a very responsive approach and one that does not make them be at the mercy of an external provider all the time. So it is a balance to be struck between outsourcing elements of technology vis a vis ensuring that you still have control over what you want to do to achieve some degree of differentiation be it in service delivery, product variety/relevance to pricing..

Crux of the issues as the article states in between is lack of differentiation as switiching is made easier. So it is incumbent on some of the new entrants to woo customers rathern than blaming the big 5. One avenue to make a difference would undoubtedly be service excellence but then we have seen that this starts to deteiorate once you become a big operation..