A leading global manufacturer of construction equipment focused on developing innovative solutions for heavy machinery and industrial services.

The client was aware that new "lifting-as-a-service" business models would affect their traditional business but lacked insight into the market adoption of these services in Asia. They needed to understand the competitive dynamics of asset-as-a-service (AaaS) platforms and how this shift could impact their business.

• Identify key startups and mature players relevant to the AaaS space.
• Assess their market positioning to prioritize the most promising partners.
• Analyze four prioritized startups' business models, technology stacks, and ecosystem strategies.
• Define a clear roadmap for AaaS channel development.

• A list of 50 startups operating within the AaaS model was compiled.
• Four startups were prioritized for detailed analysis, covering their technology, unique selling propositions (USPs), and market positioning.
• A comprehensive roadmap for developing the AaaS channel was defined, and the project was awarded “Best Internal Startup” by the client’s Board of Directors.