Servitization

Wikipedia asserts that products today have a higher service component than in previous decades. Management literature refers to this phenomenon as "servitization of products", destroying the "old dichotomy" of product and service and instead creating a product-service continuum.
Financial technology companies, as as indirect example IBM, might thus be inclined to positon themselves as service companies, building products, surely, but treating the physical goods as a small part of the "business solutions" industry. (on an academic side note, the notion of servitization was first introduced by Vandermerwe and Rada in the late 1980s).