As technology continues to commoditize, recurring service revenues are playing a prominent role in total company revenue. Defending, protecting, and optimizing these service revenue streams is critical for the continued financial health of technology companies. Julia Stegman, TSIA Vice President of Service Revenue Generation, has spent the past six months analyzing industry performance with Service Attach Rates, Renewal Rates, and Upsell Rates for recurring service revenues. The results of this research indicate a wide variance in results between the highest and lowest performing companies. Julia will communicate the state of industry performance as well as the practices deployed by companies experiencing superior business results. And the game is clearly changing. How fast are customers transitioning to cloud computing and managed services? What are the implications to service revenues? There are significant opportunities to grow recurring service revenues with these new business models, but time is of the essence. Companies that forge forward to gain experience now, will develop a competitive advantage.