Research Report

From Technology as an Asset to Technology as a Service: The Four Phases of Swallowing the Fish

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Once a technology company realizes they need to make the transition from selling technology as an asset to selling technology as a service, we hear the following questions:

  • What, exactly, does this transition look like?
  • Where do we start?
If your management team is in the process of debating the transformation required when a technology company migrates to a subscription business model, we recommend reviewing the insights from two previously published TSIA reports: "Update: Swallowing the Fish," and "Emerging Ecnomics Engines of Technology Providers." This paper augments these two papers and provides a framework to understand, realistically, where your company is in the journey and helps answer these two questions.


TSIA is well worth the investment. This is the one place where you can come and get a fusion of ideas that you can then marry up to the goals and objectives of your organization and boil that down into several actionable plans that you can implement over the next 6 months to a year.

Peg Rodarmel, SVP, Subscription Services, Infor

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