The pace of new technological advancements is increasingly high and the interaction between humans and technology
ever more intuitive. Technology and electronics are more and more able to wirelessly respond to natural gestures,
emotions and speech. Consumers and professionals alike are surrounded by smart electronics that become more
intelligent with each iteration. The impact is as diverse as immersive entertainment, empathic advertisement models, pro-
active search functionality, automated big data analysis and real-time decision support. Electronics and technology
companies are moving their core away from oﬀering hardware ownership towards responsive and ﬂexible service
propositions. The only growth markets in hardware are smartphones, tablets, laptops, smart and ﬂexible touch screens
and wireless sound systems. Software has left the shelf indeﬁnitely and the lab has become an open space for online
research and development. What used to be business-to-consumer companies have become fully dedicated to the
business-to-business markets and the other way around.
Electronics and technology companies are moving their core away from oﬀering
hardware ownership towards responsive and ﬂexible service propositions.
Apps are disrupting corporate software suits just like they have done in the consumer software markets. The biggest
challenge remains to deliver sustainable value with a competitive pricing model. Subscriptions are on the rise, large
advance investments in technology and electronics are in decline. Why is this happening? Technology and culture are not
separated from each other. Consumers and professionals are dealing with big changes in their environments and adopt
new behaviour accordingly. Previously stable notions about ﬁxed prices and limited availability are shattered by their new
behavioral patterns. Consumers and professionals continue to be on the look-out for more service-oriented business
models and have gained experience in the application of new technologies. Cloud-based solutions are vastly replacing
local infrastructure, hardware and software. Devices become smaller and service delivery becomes as personalized as
end-users demand or allow. Winning technology delivers physically, mentally and emotionally engaging experiences
without harming the privacy of individuals and allow them to decide which role organizations play in their lives.