Because they only sell “no CAPEX,” which leasing companies can deliver cheaper. Without solving a concrete operational problem, transferring risk, or proving superior TCO, customers see no reason to switch.
They pay for relief from non-core work, reduced technology and performance risk, and demonstrable economic advantage – as seen in the AGILOX, 5-Cent Energy, and Hilti examples
By clearly defining the job they take over, the risks they absorb, and proving with transparent TCO logic that the model beats buying or leasing over time.
Over the last years, almost every industrial OEM has been pitched the same story: “Turn your machines into a service. Offer no upfront investment. Shift customers from CAPEX to OPEX.”
Sounds compelling. Yet if you look at the market, only a handful of EaaS models actually scale. Many pilots never move beyond a few lighthouse customers.
The uncomfortable truth:
“No CAPEX” is not a value proposition. It’s table stakes – and leasing companies can almost always do it cheaper.
What separates the few successful EaaS models from the many failed ones is simple: They solve a specific non-core problem better than any alternative – and they generate quantifiable value value for the customer.
In this short article, we’ll break down what EaaS customers actually want, using concrete examples from robotics, power tools, and solar.
When we review struggling EaaS offerings, three patterns appear again and again:
Meanwhile, the market is clearly moving. Analysts describe the 2020s as the “machine outcome decade”, with EaaS models expected to grow as manufacturers shift from one-off CAPEX sales to outcome-based OPEX models (Source).
The opportunity is real – but only if your value proposition goes far beyond financing.
• They eliminate a non-core operational burden
• They transfer meaningful risk away from the customer
• They demonstrate clear, quantifiable economic advantage
There is no magic formula for which needs to address – it’s different by segment and application. But there is a reliable way to find out: have structured conversations with your customers.
Head of OEM Sales
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