Consider this thought from HBR
Data now stands on par with people, technology, and capital as a core asset of the corporation and in many businesses is perhaps becoming the decisive asset.
Increased data flow means that products and services are less the subject of a single transaction than the basis for a longer term relationship
The ability to remain connected to the product and track how it’s being used shifts the focus of a company’s customer relationship from selling—often a predominantly onetime transaction—to maximizing the customer’s value from the product over time.
Think of the product as a window into the needs of the client.