The business model for asset centric organizations is increasingly dependent on the provisioning of services that are bundled with products. These services rely increasingly on the data that originates from the production and use of the product. However, both technological developments and customer demand enable the free availability of this data to all, including third parties. This undermines the very business model that supports the production of the product and its data. Value in the value chain shifts from the assets required to produce goods to the data used to create value added services. This whitepaper discusses how modern corporations can achieve continuous data driven innovation, on par with the agility of disruptive startups, whilst retaining a competitive advantage by leveraging their traditional asset-base.
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