The ability to make business model innovation has been known for more than a decade. The support and the ability of BMI provides for companies wanting to push their business can be seen in increasing number of cases, in the literature. The technology now provides the next phase of BMI with persuasive technology. The
purpose with this paper is to explore the possibilities and challenges that arise with the servitization, BMI and persuasive business models, in relation to understanding, development and implementation.