Numerous benefits of digital currency have been identified by companies but the one PU which stands out is Bitcoin’s ability for quick, cheap, border-less remittance.
Even though the PU of remittance may be utilised by “early adopters/ visionary” users the PEOU may be low in the current format. The abstract nature of the Bitcoin along with its “geeky” or vast download requirements are deemed as barriers to its adoption for the majority. Companies recognise that they can increase PEOU by developing application software (app) to attract customers as well as helping Bitcoin cross “the Chasm” (Moore, 1998). For instance:
Monetas shows their ability to get into the customer’s head “our entire business is built around making Bitcoin is more useful and easy to use”. Thus adding to their value proposition and product offering.
Next section: https://jl00282.wordpress.com/dissertation-part-2/customers-perspective/
The New Exchange 