Transitioning to the Pull Economy: The Case of the UK Railways

Digital technologies are rapidly changing a broad variety of industries. This paper investigates the role of digital disruption in the UK Railways. Digital will disrupt even slow moving industries such as the rail industry in a number of ways from both supply and demand side, and its effects on customers may exist in a world of different pull based solutions. The current dominant design means that the existing industry underestimates the impact of digital and how this will enable all travel customers to "pull" solutions.