The proliferation of the subscription economy, cloud technology, and the Internet of Things over the past decade has led to a significant shift in customer expectations, forcing device manufacturers to rethink the services they provide and transform their go-to-market strategy.

Even though Hardware-as-a-Service encapsulates tremendous opportunities for hardware manufacturers, so far only a handful of companies have successfully introduced new HaaS/HWaaS business models. This is surprising – after all, no one wants to be the Blockbuster of their industry.