> Farmers do not want to pay for anything. [...] They do not want to pay anymore than they have to for anything.
Who wants to pay more than they have to for anything? Who wants to pay for anything at all? How does a desire to save money make farmers different from the rest of us?
> JD is moving to a Tractor as a Service model. JD does not want to open up their systems because before not long, you just hire a robotic service to come and plow or harvest your fields. JD sees this coming and wants to be in the best possible position to market its services to land owners.
If JD wants to sell their equipment as a service, there's nothing stopping them from doing just that. But it sounds more to me like they want to retain the rights they would have in a service model while continuing to charge the prices they do for a product model. They cannot just sell their tractors as a product and treat them like a service when it's convenient.
Who wants to pay more than they have to for anything? Who wants to pay for anything at all? How does a desire to save money make farmers different from the rest of us?
> JD is moving to a Tractor as a Service model. JD does not want to open up their systems because before not long, you just hire a robotic service to come and plow or harvest your fields. JD sees this coming and wants to be in the best possible position to market its services to land owners.
If JD wants to sell their equipment as a service, there's nothing stopping them from doing just that. But it sounds more to me like they want to retain the rights they would have in a service model while continuing to charge the prices they do for a product model. They cannot just sell their tractors as a product and treat them like a service when it's convenient.