We need to stop talking about Uber, Airbnb and Netflix

Why must vendors continually dwell on the success of just three so-called digital disruptors, when so many other firms are doing the same, asks Hannah Breeze?

I really put my foot in it at a vendor event last summer. I was at a press dinner, sitting next to the global channel chief of the company in question. She was asking me about how I was enjoying the conference so far and what key messages I was getting. I mentioned that, like with other vendor conferences, the digital transformation message was coming through loud and clear, and she agreed, adding that everyone is talking about it now. Misreading her tone completely, I blurted out that every other vendor presentation I had been to in recent months banged on about Airbnb, Uber and Netflix, and how I - and partners I had spoken to - were getting very bored with references to the trio. I was then mortified when she alerted me to the fact that those are the three big companies she was basing her entire presentation around the very next morning.

Don't get me wrong, this trio of companies are obviously hugely successful (I am a customer of all three) and if you've been to a vendor gathering recently, you really don't need me to dwell on their success stats. But can these really be the only three digital disruptors out there? And do they even count as nimble and fast-moving start-ups now they've been around for almost a decade and have annual sales nearing, or well into the billions of dollars? And surely, if the message vendors are trying to get across to their partners is that so many companies are becoming disruptors, surely wheeling out only these three defeats the object somewhat.

Surely, I thought, there are hundreds more of these digital disruptors out there which would have just as much right as the Big Three to get a call-out in a vendor presentation for their efforts in digital. It would certainly liven things up a bit.

So, rather than point out problems but offer no solution, I have instead compiled a list of companies which describe themselves as digital disruptors who are ripping up the rule book in their own respective industries.

BookMyGarage

Finding a garage to service and MOT your car can be a pain, and unless you dedicate a chunk of time to the process, you may not be getting the best deal at the most convenient time for you. With this in mind, in 2015, BookMyGarage was born, an offshoot of the Motorist's Organisation.

The old way: Phoning garages for quotes and writing them down; asking friends and contacts for recommendations; trying to re-arrange your diary to fit the work in; phoning your chosen garage back to confirm the details.

The BookMyGarage way: Enter requirements on the website; choose provider based on location, availability, price or reviews; book and confirm online.

Success stats: Turned over £1.4m last year and projects the figure will rise to £2m this year. Plans to boost headcount to 30 this year. More than 8,000 garages listed on the site.

EyeFitU

Is there anything more annoying than traipsing around clothes shops, only to try on multiple items which turn out to be too big or too small? EyeFitU doesn't think so. The site allows users to sign up and input all their sizing measurements, and then browse items from a range of retailers, safe in the knowledge that they will fit.

The old way: Walking around shops and trying things on; or ordering online, trying on and returning to the supplier.

The EyeFitU way: Enter your measurement details online, browse and pay for goods to be delivered, knowing the items will fit you on arrival.

Success stats: 1.75 million Swiss francs raised in first round of funding. Founded in 2013 and home to around 10 staff.

Rentr

Letting out a property or renting one is a huge hassle - and an expensive one at that, with letting agents often charging eye-watering fees for seemingly simple tasks. Further, arranging and attending viewings and communicating with your tenants or landlord can be unnecessarily hard. With its app, Rentr aims to improve the whole process.

The old way: Pick a property you like; arrange a viewing; print and post financial documents and legal forms; communicate with landlord via a third party throughout the tenancy; pay some fees to agents.

The Rentr way: Book viewings and submit documents online, log rent payments and communicate with the landlord via one mobile app.

Success stats: Entered into partnership deals with RightMove and Zoopla in February 2017.

NOMAD

Despite there being thousands and thousands of desks in London, finding one at short notice, for a short-term period can be a difficult task. In the past, pricey agencies were the only option, until NOMAD was born last year. The firm aims to eliminate the need for such firms, offering an "Airbnb for desks" service.

The old way: Pay a specialist agency to find you working space for set amounts of time.

The NOMAD way: Search your desired location online, choose a location based on your budget and availability, and confirm online in a few clicks.

Doctify

Finding a private medicine provider can be a lengthy process - not least because when health is involved, standards are higher than ever. Doctify aims to offer patients with a one-stop online shop for them to find the right health practitioner for them.

The old way: Search for recommendations; find a suitable practitioner; negotiate a price; determine a suitable time.

The Doctify way: Search online by location and type of practitioner required; sort by location, review and availability; get in touch right away.

Success stats: Three rounds of funding closed since its launch in July 2015 and more than 1,000 health professionals registered on the site.