Three years have passed, and we have travelled from Seattle in West to Moscow in East, from Iceland in North to Greece in South to preach our message: The IT industry has to adapt to new business models. Or, in fact, old business models that have existed in other lines of business, e.g. retail, for decades.

For too long, the IT industry has controlled the entire supply chain from development, production, marketing and sales. We argue that (1) technology providers are protectionist and that (2) its about time they take responsibility for the supply chain.