“Offering excellent physical products has become table stakes for competing in today’s economy. More and more, features that depend on software and the services it provides are the factors that differentiate companies, create competitive advantage, and launch new revenue streams.”
Throughout its nearly 180-year history, John Deere has been an innovation leader. Its first product was a polished-steel plow that outperformed existing tools. And over the decades, the company’s research and development (R&D) efforts were aimed squarely at improving the mechanical and functional performance of its products. Today, Deere’s iconic green machinery is recognized the world over for quality and durability. But over the last decade, the focus of the company’s R&D has been shifting to software and service offerings.