As the world goes increasingly digital, we are witnessing the beginning of the end of traditional technology markets as we know them. Driven by new consumption models, tech companies can no longer afford to focus on only one segment such as software or hardware or services. As a result, software companies are transforming from delivering complex products to ‘easier to use’ applications which can be deployed ‘on premise’ or offered as a service in the cloud. As devices become more price competitive, hardware companies are moving into delivering more value added software and/or services to increase their competitive advantage. What’s more, companies that heretofore had little to do with technology are digitising their products and services with software to deliver more value to customers.