As resources become scarce and revenue margins narrow, keeping up with a dynamic customer demography is a constant challenge. Fortunately business models such as SaaS and other subscription based service combined with technology such as IoT, big data and machine learning has given us the capability to identify customer preferences, segmenting them accurately and delivering outstanding service. We discuss how we could utilize the power of Internet of things and gather data, analyze it with machine learning and maintain revenue and growth in today’s digital business environment.