3 Step IT Annual Report 2018 - Page 14



A CHANGING
BUSINESS DYNAMIC
One exciting development with major
implications for the way our activities may
develop, saw circular economy concerns
combine with a perception of 3 Step IT as a
technology service provider. This helped us
take our lifecycle solution beyond IT devices: we
contracted with the mid-Norway health region
to provide lifecycle solutions for equipment, like
scanners, x-ray machines and blood chemistry
analysers in medical treatment units. This a
substantial opportunity in a contract that should
last for some years as this health region reequips itself. It extends our service beyond IT,
and applies our lifecycle solution to handle a
completely new category of equipment.
In a country blessed with substantial oil and
gas reserves, the argument for leasing has
never been clear-cut. In fact, lease penetration
rates as a share of total investment, are lower
in Norway than the other Nordic countries, and
less than half those of Sweden and Denmark.
This lack of enthusiasm for lease solutions made
it hard to present our services. Now, at least in
the sphere of managing technology assets, it
seems a reassessment is underway. A growing
interest in the circular economy has combined
with data privacy and IT security pressures to
make sustainable lifecycle management a topic
of interest.
This helps to put leasing in context as an enabler
of a technology lifecycle solution. Leasing
is simply the foundation for a technology
management approach that brings better asset
management, assured data destruction, and the
promise that used technology will get a second
life. Accompanying this switch from a leasing
focus, Finansavisen, the leading Norwegian
business publication, included 3 Step IT in their
ranking of the top 100 IT firms in Norway.
While we see these trends evolving, a healthy
appetite for purchasing technology remains.
Here though, data privacy concerns have helped
to fuel our trade in purchasing used technology
for data destruction and remarketing. In these
cases, we offer only the third step of our lifecycle
solution, and experience demonstrates that
purchasing used devices starts a new commercial
relationship, and offers the opportunity to open
the complete lifecycle discussion.
These opinion shifts have had an effect on the
way our business has been developing. With
the political agenda driving purchasing policies,
public tenders have an explicit circular business
element. With that background, public sector
has been a steadily growing proportion of our
business, rising to around one third of our
revenues in 2018. At the same time, the drive for
more sustainable IT provided another tail wind
that helped increase device lifecycle solutions to
around half our revenue.
With the balance changing, the appetite for
more sustainable solutions is developing. We
see trends that will help our regular IT device
business to grow, and at the same time we have
an opportunity to move into a new market and
apply a lifecycle approach to medical equipment
as well. We look forward to 2019 with confidence.
13
“The value attached to more sustainable, circular economy
solutions is helping our business to grow and evolve in new
directions.”
Peer Velde
Braathe Gruppen’s vision is “Worryfree IT”: using
a wide range of information and communication
technology products and services, they assemble
the best solutions to make their customers’ IT
lives as worryfree as possible.
“WE STRIVE TO REDUCE OUR BUSINESS’
ENVIRONMENTAL IMPACT, AND WANT TO
MAKE SURE THAT WE DON’T CONTRIBUTE
TO UNNECESSARY POLLUTION. OUR
COOPERATION WITH 3 STEP IT IS A
SUBSTANTIAL PART OF THAT MISSION.”
TRON BRAATHE
CEO, BRAATHE GRUPPEN AS
14

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