Together with the rapid development of new platforms for mobile devices, the servitization process is constantly evolving in the design and development of products and services that respond almost instantly to customers' changing needs and desires. In the field of mobile devices this process has been attached to the development of specific applications for both open and closed platforms. However, the advance of technology currently allows for the provision of broader services through open platforms in the form of ROMs. This paper analyzes the current developments in servitization strategy and proposes future directions it might take in the development of platforms as direct channels for company
customer communication and collaboration. Keywords: servitization, globalisation, value creation, platforms, mobile devices