Several vendors in SEM, use “rented” technology. Why is that a problem?  Think of technology as residential property. When just getting started or when long term investment isn’t desired, many people elect to “rent” their residence. As renters, there’s no ability to modify or improve the property at will and they have little control over the long term property use.

Approval from the property owner is required to make repairs, remodel, or alter the residence in any way. Even if the change makes the residence more beautiful,  fixes something broken, or increases the value of the property, ultimately renters lack the sole control to decide what’s in the best interest of the property.

On the flipside, as a property owner, you don’t need permission to make repairs or improvements. It’s not only your responsibility to maintain the property, it’s also in your best interest to protect your investment. From changing a leaky faucet to installing a new pool and sauna,  you’re rewarded for every improvement that increases the value of your property. 

Rented technology serves a purpose.  It’s a market solution for businesses that want to appeal to several verticals at one time or those just starting out.  Ask yourself, why would I want to use a vendor that’s not invested in their own technology? What is the risk of choosing a vendor that is incapable of improving or repairing a broken component, or is at the mercy of a third party for its technological home?