UX emerged as a key competitive battleground in a world of many user interfaces (UIs) competing for the scarce resource of user attention.

But three key shifts

- unbundling of the value chain,

- growth in API-based business development, and

- the rise of protocols

are creating a new competitive frontier.

DX is emerging as the next big battleground in a world of many application programming interfaces (APIs) competing for the scarce resource of developer commitment.