In 2014, TSIA conducted a webinar called "identifying the beginning of a mega-trend in tech." Fast forward to 2018 and the data is compelling. Customers have voted with their wallets - they want to subscribe to their tech and they want someone else to manage it. TSIA defines this as Managed XaaS. What most product suppliers fail to understand is how internally disruptive the evolution from CapEx product engine to XaaS can be. There is virtually no part of a company left untouched as companies work their way through the required transformation, or as we call it, Swallowing the Fish. In this keynote session, TSIA will share with you the drivers behind these shifts, the preferred consumption models for customers with regard to managed and managed XaaS solutions, and key organizational capabilities required to thrive with profitable revenue growth.