"More focus on providing services, whether or not in addition to the supply of products, leads to turnover growth!", said Professor Jan van den Ende during the Greenhouse Technology as a Service event.
Van den Ende inspired the more than 80 participants offline and online by outlining the opportunities for new revenue models, but also mentioned the risks of servitization: “Servitization is not a success in every situation, but depends on the specific market, the competition and business strategy.”
“The shift from ownership to usage and the use of technical innovations as a service offers opportunities for new business models. We want to inspire the sector with this event,” this was how the event was opened by Annie van de Riet, since November 2019 chair of the trade association AVAG.
The reactions of the participants in the event also show that servitization is a hot item. Many members of AVAG are actively exploring servitization possibilities and opportunities in their business.
Increase in turnover
Various polls showed that about three in four participants expect that the share of services in the total turnover will increase until 2025. Van den Ende emphasized that servitization requires well-considered choices: "Determining of a specific target group of sufficient size for which the service has a clear added value is an important success factor."
The hybrid "Greenhouse Technology as a Service" event was organized by AVAG and the Hortivation foundation in collaboration with the Rotterdam School of Management of the Erasmus University and took place on July 1st.
The event will be continued in the fall of 2020, during which the strategic issues mentioned will be further elaborated and discussed.