For decades, the success of an industrial machinery manufacturer was measured mainly by the number of machines sold. However, the market is changing. Competition is increasing, margins are shrinking, and customers are no longer looking only for a reliable machine, but for a supplier capable of supporting them throughout the entire lifecycle of the equipment.
In this context, servitisation has become a key strategy for standing out from the competition, strengthening customer relationships and creating new business opportunities.
What is servitisation?
Servitisation involves complementing the sale of machinery with value-added services that provide ongoing benefits to the customer. It does not mean moving away from machinery manufacturing, but rather evolving the business model to offer solutions that support the customer throughout the entire lifecycle of the equipment.
In this way, a relationship based on a one-off sale can be transformed into an ongoing relationship supported by maintenance, monitoring, support, optimisation or pay-per-use services.
Why are more manufacturers embracing servitisation?
Manufacturers that incorporate digital services can:
- Increase customer loyalty
- Generate recurring revenue
- Differentiate themselves from competitors that only sell equipment
- Gain insight into how their machinery is actually used
- Anticipate incidents and maintenance needs
Identify new opportunities for improvement and development
Create new business models linked to equipment usage
Machinery is no longer an isolated product. It becomes a connected solution capable of generating value continuously.
The technology that makes servitisation possible
IoT Gateway: connecting the machinery
The IoT Gateway is the device that connects the machine to the digital infrastructure.
Its role is to collect the data generated by the equipment, communicate with different devices and industrial protocols, and securely transmit the information to the platform.
This makes it possible to digitalise both new machinery and equipment that is already installed, ensuring that connectivity does not depend exclusively on the machine’s original design.
IoT Platform: turning data into services
The IoT Platform receives, organises and transforms machinery data into useful information for manufacturers, technicians, distributors and end customers.
Thanks to the combination of the IoT Gateway and the IoT Platform, manufacturers can offer digital services that go far beyond simply displaying data.
What services can a manufacturer offer?
Remote monitoring
Customers can check the status of their machinery at any time, while manufacturers have access to the information they need to provide faster and more efficient support.
Preventive and predictive maintenance
Early anomaly detection makes it possible to anticipate potential failures, reduce maintenance costs and avoid unplanned downtime.
Smart maintenance contracts
Services can be adapted to the actual use and condition of the machinery, rather than being based solely on fixed maintenance schedules.
Remote assistance and diagnostics
Technical service teams can analyse equipment performance remotely, identify incidents and, in certain cases, resolve them without the need for on-site visits.
Remote updates
When the machine architecture allows it, new functionalities can be added, parameters can be adjusted and equipment performance can be improved remotely.
Pay-per-use models
In certain sectors, connectivity makes it possible to move towards subscription models or billing based on operating hours, completed cycles or usage levels.
This provides greater flexibility for customers and creates new revenue streams for manufacturers.
New digital services
The information generated by the machinery can also be used to provide:
- Performance reports
- Optimisation recommendations
- Consumption analysis
- Equipment comparisons
- Customised alerts
- Services tailored to each user profile
More than technology: a new business strategy
Servitisation is not simply about connecting machines or implementing an IoT Platform. It involves a change in the way manufacturers engage with customers and create value.
Manufacturers move beyond simply supplying machinery and become technology partners capable of supporting customers throughout the entire equipment lifecycle.
This model improves the user experience, creates longer-lasting business relationships and facilitates the development of new revenue streams.
An end-to-end solution to support servitisation
For this model to work, connectivity, data collection, information management and service creation must all be part of the same strategy.
At Awayter, we offer an end-to-end solution comprising the IoT Gateway and the IoT Platform. This combination makes it possible to connect machinery, collect and centralise its data, and transform it into digital services tailored to the needs of each manufacturer and its customers.
This means manufacturers do not have to develop equipment connectivity, cloud infrastructure and management tools separately. Instead, they have a technology foundation that is ready to evolve.
Digitalisation as the starting point
Digitalisation should no longer be understood simply as a way of connecting machines. Its true potential lies in using that connectivity to create services that deliver continuous value, differentiate the manufacturer and generate revenue beyond the initial sale.
Manufacturers that start building this model today will be better prepared to compete in a market where value no longer lies only in the machinery itself, but also in the services that accompany it.
