The expert view: digitising business – transforming business models from products to services

Digital transformation is driving businesses to rethink their products and offer them as services. However, this is more complicated than it first appears. It means rethinking customer needs, value propositions and pricing. Opening a second Business Reporter breakfast briefing on the topic of digitising business, Jamie Longmuir, of Gemalto, asked an audience of top executives at London’s Goring Hotel how they are adapting to changing customer behaviour.