Through the use of self-service mobile device, the traditional marketspace interaction is being replaced by a marketspace transaction, where the foundation of customer-company interaction has significantly changed. They will require us to rethink the core assumptions of customer experience, such as service clues, relationship management and value creation. To accommodate these characteristics, we must rethink the customer experience creation perspectives (e.g., from management dominant to customer dominant view of thinking). Meanwhile, we must rethink issues of the scope of customer experience (e.g. from core service to overall customer context) and temporal scope of customer experience (e.g. from service encounter to life-long customer experience).