Commoditization is the process (in business) by which the economic value of goods or services depreciates /diminishes over a period of time and it becomes indistinguishable in terms of attributes /uniqueness or and end up as simple commodities in the eyes of the market or consumers
De-commoditization is a program / process by which the customer perceived value of a product or service is augmented by implementing various strategies and action plans to distinguish and differentiate the product in the market or consumers