Articulating business model innovation, digital transformation and managed services: case of digital transformation as a service

Business model innovation, digital transformation and challenges in service business model settings are very highly debated, yet the linkages between these contexts are not well articulated by the current literature. This study is a qualitative investigation of academic and industry insights as an attempt to articulate the relations between these three contexts. Based on comprehensive literature review and qualitative arguments, we deduce five propositions as an overlay of business model canvas components. Extending these propositions, digital transformation as a service is examined as an opportunity for managed services providers. We further argue with the support of publicly available industry reports from select communication services provider in Middle East region that are actively pursuing digital transformation as a service. Contribution of this study is twofold - first, it is an articulated perspective of business model innovation, digital transformation and managed service as a whole and it is first of its kind. This holistic viewpoint shall serve as a tactical tool to understand and manage critical business innovation and digital transformation challenges. Secondly, this study reaffirms the fact how digital services required for digital transformation can be made as revenue generating value proposition, especially by communication services and digital services providers.