We don’t really think about this much, but the fact is applications are just empty shells without integration. That’s because we live in a highly competitive world where, in order to become a leader, organizations need a differentiator that sets them apart. That could mean presenting new services, better user experience, different approaches for different audiences, finding new channels to convey their message, keeping their audience engaged in a consistent manner, and more.

An effective “digital presence” is one of the most important pillars of any differentiation strategy. This means providing delightful, friction-free experiences that engage customers and establish a long-term relationship. And application integration is the process that enables exactly that.

Source: DZone