The Shift from Owning to Using Technology

We are experiencing an accelerated transition from the paradigm of possession to the one of use of technology, possibly accelerated by the current global health crisis, and in a context that consolidates an impossible turn back.

A new paradigm involves changes that are neither superficial nor partial: it involves profound changes in business models, the ways of building them, the resources needed to do so, and even the dimension of the possibilities to generate it.

Business Models Transformed

Business models are marked by the continued contribution of value and the permanent relationship with the customer so that the user experience becomes no longer a way to generate a possible future resale and a daily way to achieve the current business and generate new additional opportunities for value contribution as well.

This permanent closeness to the needs and the customer's satisfaction allows us to access a possible business of a greater volume over time than if we stay in the paradigm of selling technology possession.

Greater ROI Potential

The sum of the values contributed, and their derivative business tends to be greater and more durable than that which comes from the one-shot sale of the property of the good to use. It is a financially different model, too, but of much greater potential ROI in the medium and long term.

Why This Matters for SMBs

Against what some think, this new paradigm is as much or even more interesting for the SMB and the Mid-market than for Corporate, because the feedback from customers across Europe is that the use of technology carries the level of service that smaller business layers need from something that is key to them, such as technology is, but that is not their core business.

The Key Benefits

While owning technology forces companies to devote resources to maintenance and operation, the use paradigm frees them from that need and brings them:

Growing in the sale of usage schemes, compared to those owned, of technological solutions gives providers a growing and stable business, with greater added profitability.

The future belongs to those who embrace technology as a service, not as a possession.