SOURCE: Technology Services Industry Association (TSIA)

Technology Services Industry Association

May 02, 2016 18:00 ET

TSIA Publishes New Book, Technology-as-a-Service Playbook: How to Grow a Profitable Subscription Business

New Book Is a Step-by-Step Guide for Technology Businesses to Succeed in the Cloud Market With XaaS Offers

SAN DIEGO, CA--(Marketwired - May 02, 2016) - The Technology Services Industry Association (TSIA), the leading association for today's technology and services organizations, has announced the release of its newest book, Technology-as-a-Service Playbook: How to Grow a Profitable Subscription Business. This book provides technology companies looking to develop new or optimize their current SaaS, IaaS, PaaS and Managed Services offers with a step-by-step guide to building a high growth and profitable cloud business.

In their previous book, B4B, TSIA executives Thomas Lah and J.B. Wood identified the transformative changes in the industry that were driving the rise of cloud-based business models and the increasing pressure on technology solutions providers to add technology-as-a-service (XaaS) offers to their portfolios. Technology-as-a-Service Playbook: How to Grow a Profitable Subscription Business is a guide for navigating this industry-wide disruption and provides readers with an action plan to growing and scaling a profitable technology-as-a-service business.

"Whenever you travel into new territory, it is good to bring a map. The new as-a-service models are indeed new territory, and the Technology-as-a-Service Playbook provides a great map. Don't leave home without it," said Geoffrey Moore, Author of Crossing the Chasm and Zone to Win.

Technology-as-a-Service Playbook answers common questions about XaaS offers and business models, delivers compelling data on the current state of the industry, and provides deep coverage of topics relevant to any company looking to build and optimize a cloud business, such as:

  • The potential of XaaS offers to create the highest and most sustainable profits possible for technology companies. 
  • Why legacy technology companies are struggling to pivot from traditional technology offers to new XaaS offers, and what they can do to succeed. 
  • A detailed look at TSIA's Land, Adopt, Expand and Renew (LAER) customer engagement model, and why customer adoption is the best strategy for growing customers.
  • How to price and sell cloud (XaaS) offers, as well as a look at the specifics of setting the target financial models and metrics of a new XaaS offer.
  • How managed services is uniquely positioned to provide companies an entry point into XaaS. 
  • A closer look at changing channel models and how the role of success factors of go-to-market partners can alter in XaaS marketplaces. 

"Customers are choosing new ways to consume technology, and while more solutions providers are adding XaaS offers to their portfolio, many are still struggling to be profitable," says co-author of the book and executive director of TSIA, Thomas Lah. "We wrote Technology-as-a-Service Playbook to act as a guidebook for all technology companies who ultimately need to execute profitable XaaS offers."

The announcement of the book's release was made today at the opening ceremonies of the Technology Services World conference taking place this week at the Hilton San Diego Bayfront. The book's subject matter aligns with the conference theme of "Tech as a Service: Winning in the Cloud," and was the basis for a keynote presentation by co-author and TSIA's executive director, Thomas Lah, titled "Winning in the Cloud Economy". Advanced copies of the Technology-as-a-Service Playbook were made available to attendees at the TSIA booth in the TSW | EXPO, and the hardcover is expected to be available for purchase later this month via Amazon.

"Digitization is demanding companies to reimagine work and reimagine value. Business rules are now being written from the network. This is permitting Cisco to establish new recurring revenue and as-a-Service models that enable our clients to succeed in these demanding times," said Kevin Bandy, Chief Digital Officer of Cisco." Technology-as-a-Service Playbook supports companies of any size with the 'whys' and 'hows' they need to speed their transformation."

According to co-author and TSIA president and CEO, J.B. Wood, "Our industry is undergoing a massive transformation. TSIA research data shows very clearly that the traditional technology company business model is rapidly being replaced by a subscription-based model. Legacy and pure play cloud companies are adopting the tech-as-a-service model at an unprecedented pace, even though it has yet to be proven as one that can reliably generate the profits that have long been the hallmark of tech. This book contains the fact-based insight and deep industry knowledge technology organizations need in order to successfully navigate the impact of the cloud economy. With Technology-as-a-Service Playbook, readers will be able to find answers to common questions about what it takes to build and grow a profitable a subscription-based business."

Additional details regarding Technology-as-a-Service Playbook: How to Grow a Profitable Subscription Business, including purchase information and other testimonials by leading players in the technology industry can be found on the TSIA website at

About TSIA
The Technology Services Industry Association (TSIA) is the world's leading organization dedicated to advancing the business of technology and services. Technology services organizations large and small look to TSIA for world-class business frameworks, best practices based on real-world results, detailed performance benchmarking, exceptional peer networking opportunities, and high-profile certification and awards programs. TSIA corporate members represent the world's top technology companies as well as scores of innovative small and mid-size businesses in four major markets: enterprise IT and telecom, consumer technology, healthcare and healthcare IT, and industrial equipment and technology. TSIA's editorial blog, Inside Technology Services, is widely recognized by technology service professionals for providing thought leadership and insights into industry trends and best practices. Visit us at, follow us on Twitter @TSIACommunity, or connect with us on LinkedIn and Google+.

Image Available:

Contact Information