Make every product unique by giving it a label which lets customers take DigitalOwnership® of the item. The digital channel provides services to owners specific to their product. Services in 4 categories. Possession - keeping the item or getting it returned. Utility - repair, service, parts, advice. Performance - enhancement, optimisation, accessories & recycling Joy - the feeling of getting all of the above right. Pictures, experience, sharing. Recycling comes into a performance category because managing the end-life is currently optional for customers. When they take explicit ownership, they have more responsibility and will expect to see information on what is happening to their products after they dispose of them. That will be key to driving circularity.