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In our previous book, B4B, we talked about the rising popularity of cloud-based business models, and the transition technology companies are making from products to services. Now, it’s time for us to embark on the next part of this journey. As customers choose new ways to consume technology, more solutions providers are adding subscription-based technology-as-a-service (XaaS) offers into their portfolios. While the industry-wide shift to the cloud isn’t new, it’s clear that many businesses are still struggling to make their XaaS offer profitable.

In our newest book, Technology-as-a-Service Playbook: How to Grow a Profitable Subscription Business, we’re focusing on the next step in the B4B transformation by providing a game plan for technology companies to stand out in the cloud market and succeed in the future of XaaS. 

This is a book about the plays a company can run as they work to establish and optimize their own technology-as-a-service offer.

Technology-as-a-Service Playbook

Your Playbook for Creating a Successful Cloud Business

In order to meet and exceed the dramatic shift in customer expectations, new business models are emerging that change how technology is consumed and how solutions are delivered. Today, virtually every technology company now offers a solution using the technology-as-a-service business model, but there are still many more pieces to the puzzle when it comes to ensuring the profitability and scalability of a cloud business.

Download Chapter 2 of "Technology-as-a-Service Playbook"

In Technology-as-a-Service Playbook, TSIA's president and CEO J.B. Wood and I provide the industry background, frameworks, and action plan technology companies can use to grow and scale a profitable technology-as-a-service business. The book answers common questions about XaaS offers and business models, delivers compelling data on the current state of the industry, and provides deep coverage of topics relevant to any company looking to build and optimize a cloud business, such as:

  • The potential of XaaS offers to create the highest and most sustainable profits possible for technology companies. 
  • Why legacy technology companies are struggling to pivot from traditional technology offers to new XaaS offers, and what they can do to succeed. 
  • A detailed look at TSIA’s LAER customer engagement model, and why customer adoption is the best strategy for growing customers.
  • How to price and sell cloud (XaaS) offers, as well as a look at the specifics of setting the target financial models and metrics of a new XaaS offer.
  • How managed services is uniquely positioned to provide companies an entry point into XaaS. 
  • A closer look at changing channel models and how the role of success factors of go-to-market partners can alter in XaaS marketplaces. 

This book is designed to provide a set of plays you can run to move your XaaS business forward.

Technology-as-a-Service Playbook

Is your company prepared to take its XaaS offers to the next level? Download chapter 2 of Technology as a Service Playbook: How to Grow a Profitable Subscription Business today for a sneak peek at what you can learn about maximizing your cloud revenue.

The book will premiere at our spring conference, TSW San Diego 2016, and coincides with the conference theme of “Tech as a Service: Winning in the Cloud.” Be among the first to read it and don’t miss out on what top players in technology and services are saying about XaaS. Join us at the Hilton San Diego Bayfront, May 2-4, there’s still time to register and find out if your company has what it takes to win in the cloud! 

Download Now

Thomas Lah

About Author Thomas Lah

Thomas Lah is executive director and executive vice president of TSIA. Since 1996, he has used his incisive analysis, strategic thinking, and creative solutions to help some of the world’s largest technology companies improve the efficiency of their daily operations. He has authored several books, including, Bridging the Services Chasm (2009), Consumption Economics (2011), B4B (2013), and Technology-as-a-Service Playbook: How to Grow a Profitable Subscription Business (2016), and Digital Hesitation: Why B2B Companies Aren’t Reaching Their Full Digital Potential (2022). He is also the host of TSIA’s podcast, TECHtonic: Trends in Technology and Services.

Thomas' favorite topics to discuss