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In modern times we have become very much a consumer culture driven by an abundance of choice spurred on by deregulation, capabilities of new technology, market disruption and innovation.
The As-a-service economy has been fuelled by all of these key factors and allowed multiple organisations to enter these markets, providing both the technology platforms and innovative products for consumers to feast upon it.

The only way for vendors to rise above the melee of available products and services is too constantly innovate and supply services or products which are not available elsewhere with Apple being the undisputed current master here for all to mimic.
Other cloud vendors such as Salesforce are also strong in the As-a-service space for similar reason, by constantly seeking to renew and energise their platform with new innovation, features and tools.
You would not be able to build such innovation, tools and features into in-house platforms and systems at this pace, which lends more strength to the As-a-service argument of whether or not to include at least subtle flavours of it in your enterprise offerings.
The cloud platform may scare many with its ‘perceived’ insecurities and lack of control of data and feature but it enables organisations to set themselves up securely and grow rapidly with little initial capital outlay compared to the complexity of how things used to be.
Cloud services provide easy access, mobility, standardised practices and instant access to well qualified product(s) and subsequent features with often straight forward upgrade paths and clear product roadmaps.
It has also enabled a whole raft of brilliant applications, services and products for organisations of all sizes to augment their system and service portfolio’s with without huge capital outlay and can no longer be ignored.

The rise of consumerisation has driven much of the innovation we see today and this drives a constant lust for innovation and the rapidity of it when utilised in the commercial space.
We all want the flexibility, tools and services we are used to using at home to be available in the workplace and organisations that don’t respond to this will quickly lose staff to those that do.

The other main driver of the As-a-service economy is customer service.
In this more interactive and collaborative mobile focused world, the need for high quality customer service does not diminish but needs to evolve with customers now deserving more dynamic and engaging interaction beyond the traditional call centre or ‘look here’ approach.
If you are not presently positioned as a socially aware organisation that offers high quality, consistent and quick response customer service, your customers may force your hand and go elsewhere or insist you rapidly change your approach. With the advent of the power and pace of social media your poor service can quickly reach epidemic levels if not quickly resolved.

Innovation plays a key part in the way the As-a-service economy evolves with many technologies and platforms to fuel this not yet developed or ready to market with the whole Internet of Things model set to explode it out even further.
As a result, the As-a-service economy is here to stay and will only grow stronger and more prevalent in augmenting the enterprise system and product portfolios that organisations deliver and the services which all of us consume in our daily lives.

This post has also been featured on the HP Business Value Exchange here