On the one hand, there are numerous specific needs and associated services in this area: in terms of housing, these include buying and selling, financing, insurance, security, energy supply, and integrated smart home technologies. In the wider environment, there are additional needs, such as mobility (individual mobility and public transport), healthcare, retail, and leisure activities. On the other hand, all these services are currently provided in a fragmented manner by different providers and have so far been primarily examined individually in scientific studies: the potential for ecosystem-based service bundling has therefore not yet been fully exploited, either economically or in research. This is remarkable in that there are already numerous PDE providers in Asia that address needs in a bundled manner across industries and companies.

This is precisely where the JR Center comes in, using an interdisciplinary approach to explore the dynamics associated with PDEs in the area of housing and living from three business perspectives: The strategic management perspective considers competitive strategy and business model development in the context of PDEs. The customer management perspective addresses issues relating to acceptance, experience, and perceived benefits. From a brand management perspective, PDEs pose challenges in terms of brand positioning, identity, and awareness—aspects that in turn influence consumer behavior on digital platforms and ecosystems.