Looking at these examples, what stands out is how much mass personalization works hand in hand with the other Business 4.0 behaviors: leveraging the ecosystem, embracing risk, and creating exponential value. In the example of the build-your-own mobile phone plan, the telco in question partners with media-streaming firms, such as Netflix, to offer consumers the exact service they want. Greater ecosystem involvement leads to a more personalized service and, ultimately, more and more value for the customer. Of course, there is risk in offering personalization to customers. To keep pace with Business 4.0, companies are now moving toward a more technology-led approach, rather than focusing purely on their core offerings and toward a more technology-led approach, and as with any new foray this brings in risk. Olay, for example, is a consumer beauty brand, but it has invested heavily in technology in order to augment its offering through personalization. It is a risk, but it is something that successful companies embrace today with new business models that will create exponential value for their customers. 15