Gartner Research

Marketing Essentials: How to Assess Market Readiness for 'as a Service' Product Attributes in Your Service Portfolio

Published: 28 February 2011

ID: G00210847

Analyst(s): Bryan Britz


Services are increasingly evolving to be delivered in a one-to-many fashion. We explore emerging best practices to help service product managers assess the market readiness for the successful introduction of "as a service" product attributes largely driven by industrialization and the cloud.

Table Of Contents
  • Overview
  • Introduction
    • Challenge
    • Implications
  • Background and Context
    • IT Services Management, an ITO Example of Product Attributes in Services
  • Best Practice
    • Step 1: Determine If Potential Product Attributes Apply to the Service Line as a Whole or to Activities Within the Service
    • Step 2: Compare Vision and Capabilities With Commercial Requirements for Success
    • Step 3: Modify How You Assess Market Attractiveness
    • Step 4: Supplement Your Ability-to-Compete Evaluation Criteria
  • Bringing the Steps Together
  • Conclusions

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