Note to OEMs venturing into software: Those millions of lines of code are a whole different animal. They’re not a physical good like the things you know and build. They’re also not easy to create, price, sell, or support, and you’d better not confuse them with your existing business.

At the end of the day, any product that can be networked and made more intelligent will be, and as that evolves from simple sensing and monitoring to AI, machine learning, and autonomy, the world of the OEMs will change radically. Machine, equipment, and component manufacturers need a clearer framework for understanding what role software will play in their business, operating models, and strategic decisions.