For a wide range of products and services we see markets and societies evolve into arenas where both customers (B2C) and organizations (B2B) shift their preference to using solutions (e.g. products or services) instead of owning them. This is, at its core, what As a Service (AAS) is about: being able to use a certain solution without experiencing the burden of ownership. As an end-user you no longer buy the product or service once, but you enter into a medium- to long-term contract which grants you the right to use it against a monthly fee. Some well-known examples in the B2C market include Swapfiets (Bike as a Service) or Netflix (Movies as a Service). In the B2B market Xerox (Printing as a Service) and Philips/Schiphol (Light as a Service) are frequently cited.
Let’s take Swapfiets as an example to explain why it makes sense for end-users to have the ability to use a solution instead of own it. Imagine, you just bought yourself a bike at a conventional bike store. In the morning, when you’re just about to leave to work, you notice your brand-new bike has a flat tire. As the bike is yours, you will have to find a way to fix it. But to do so, you need the skills, necessary tools, but in this case most importantly, you need to take the time. Now, what if you would’ve had the opportunity to buy ‘transportation by bike’, instead of ‘owning a bike’? In that case, you could’ve contacted the company, explained to them that your tire is flat, and they would’ve been at your door within 15 minutes to fix it, or to give you another bike. Because after all; you purchased the ability to ride a bike, not the bike itself. The burden of owning the bike entails that you have full responsibility for the condition the bike is in. As a Service lifts you as an enduser of that burden and many more.
Similarly to this example, evidence has shown that various B2C markets have been successful in adopting As a Service. However, less is known about its application in B2B markets. That’s partly because it’s slightly more complex in a B2B context. One of the reasons lies in the fact that for B2B organizations, their customers are boards of directors, or purchasing departments. Logically, their decision-making process is much slower compared to those of a private individual in the B2C market. Therefore, B2C markets are often more adaptive in transforming their business models. Because after all, ‘going As a Service’ requires a thorough transformation which touches upon many aspects of your organization. We can help you with that transformation.
In this white paper we want to discover with you how As a Service works in a B2B context. We will get there by answering four key questions: