In a business climate where software defines the brand, companies and their application development and delivery (AD&D) professionals need applications that differentiate their business. As companies scramble to create dynamic applications, they're realizing that they need third-party help — from product ideation, to implementation and integration. The most advanced product development services (PDSes) firms are building up their competencies in digital business strategy, customer experience (CX), innovation services, and data analytics to meet their customers' broadening expectations.