Decommoditization via Service Fontes maiores e alto contraste não são “feios”, são funcionais. Evitar cinza claro sobre fundo branco é regra básica. Service-Led Differentiation) is a business strategy that consists of adding layers of digital, advisory or convenience services to a physical product, making it unique and irreplaceable.
The goal is to prevent the product from being seen as a commodity (a standardized item whose only difference is the price), transforming the sale of an isolated object into the delivery of a complete“”solution or continuous experience.
The Problem It Solves
In saturated markets, physical products tend to become technically identical (a shoe is just rubber and fabric; a TV is just a screen) price war, eroding profit margins. By embedding a unique service, the company creates an exit barrier for the customer and justifies a price premium.
How it Works: From “Ter” to “Usar”
Logic reverses the focus of the hardware for the software/service. The physical product becomes just the“ entry point into an ecosystem.
- Classic Example: A common running shoe competes for price on the shelf.
- Example Decomoditized: A running shoe that has a chip or QR Code that connects to a unique app. This app monitors tennis mileage, offers personalized training plans and warns you the exact time to buy a new pair to avoid injury.
In this scenario, the customer does not just buy a shoe; he buys “performance and injury prevention”. If he changes brands, he loses the data history and the service of coaching.
"I have it in stock at the central warehouse. I'll place the order now and it will arrive at your home."
- Lock-in (Retention): The customer thinks twice before leaving the ecosystem because they will lose the added value (data history, access to content).
- Data (First-Party Data): The product connected via service generates constant data on actual usage, allowing the company to improve the product and offer personalized offers.
- Recurring Recipe: Often, the tied service can evolve into a subscription (subscription model), generating predictable cash flow.
Market Examples
- Fitness (Under Armour / Nike): Tennis and clothing that connect to health apps to monitor sleep and recovery.
- Automotive (Tesla / Volvo): The car is sold with software update services “over-the-air” (like a mobile phone) and apps that allow you to control the temperature or load remotely.
- Home Appliances (Smart Batteiras): Kitchen machines that come with screens and access to streaming services of step-by-step guided cooking classes.
- B2B (John Deere): Tractors that not only plow the land, but collect soil data and offer agronomic analysis service to optimize the harvest.
