There have been two mega-trends impacting all equipment manufacturers over the last eight years: Commoditization of feature functionality, and a pivot away from pure break/fix service and toward providing services that help customers achieve better business outcomes The disruptive nature of these trends has only been accelerated with the global pandemic. This report describes the LAER (Land, Adopt, Expand, Renew) model of OEMs and equipment manufacturers in response to the pandemic and beyond.