Software-Enabled-Hardware and Hardware-as-a-Service business models

There are two interesting and relatively new/emerging revenue models in hardware space.

(1) Software Enabled Hardware

Hardware is sold at lower but slowly improving gross margins (eg 20–40%), and software recurring revenues layered on top. Software sells at higher margins, enabling blended margins to appear in 50%+ category. These are applied in situations where hardware is not expected to be replaced or greatly improved upon in deployment for a significant number of years to come. Consider your car, or military equipment, or even infrastructure equipment. As always, there are often multiple business/revenue models utilized by different players in the same industry.

(2) Hardware As A Service

Hardware and software are bundled and sold with annually recurring revenues. Often multi-year contracts are signed to be able to amortize hardware over time, and enable blended gross margins over the length of the contract to be high (approaching 60–75%). This is more common in situations where vendor takes responsibility to upgrade hardware as needed along the way to provide maximum and highest functionality to the customer. Hardware inventory costs are, over time, passed on to suppliers or third party financing parties in lieu of few gross margin points. Consider robots as a service in factories (ala Formic), or AI-enabled equipment (eg Evolv, Lumafield etc).

Hardware innovation will require deeper investigation, experimentation, and understanding of business/revenue models to fit customer needs as well as to maximize value for the innovating company. Strong and experienced management teams work hard to minimize sales friction, inventory costs etc, but also maximize gross margins, customer stickiness, and ability to upsell during the life of a contract.