Criticism/Challenges:

♤ Critics have wondered if the digitization schedule has been created in haste without adequate preparation both in the industry and among consumers.

♤ There are issues about the ability of distribution players to successfully raise incremental funds.

♤ Customers' response and acceptability of the value proposition offered by digitization have not been considered properly.

♤ The level of competitive intensity in the industry may impair industry profitability.