Providing direct customer access represents one of the key success factors used disruptive digital players who are creating headaches for established businesses. In particular, this is impacting businesses whose traditional core business is not positioned within the value chain at the end-user of the product or service. In the digital age, a deep understanding of potential digital business models and disruptive technologies is essential to securing long-term success. Afterall, where the world of digital platform economies is concerned, only by being able to sustain direct access to customers will businesses be successful in the long term. And only those who understand the direction of a change within the value chain will be capable of reacting accordingly.