New Business Models Enabled by the DPP: Servicing, Rental, Product-as-a-Service

Dynamic regulatory changes, rising consumer expectations, and environmental pressure are transforming not only how products are made but the very relationship between customer and product. The Digital Product Passport (DPP) is becoming a key tool that opens up new business models: servicing, rental, and Product-as-a-Service (PaaS). These models shift ownership into access, one-off purchases into long-term relationships, and one-time sales into recurring revenue.

How does the DPP change the product approach?

Traditionally, a product was sold once and its story ended at the checkout. Thanks to the DPP, it becomes possible to: track the technical condition of a product throughout its lifecycle, document repairs, updates, and servicing, monitor usage, and deliver related services.

The Axtrace Application developed by Axelote fits this trend perfectly, enabling both manufacturers and consumers to manage products after purchase and supporting rental, service, and reuse models.

Servicing and extending product life

Repair and service take on new meaning when a product has a DPP: the consumer can easily access repair instructions; authorized service knows the product's history (parts, repairs, updates); the manufacturer can monitor the "lifespan" of products and offer service programs.

Example — Patagonia Worn Wear: Patagonia enables repair of outdoor clothing and the sale of used items, supporting the circular economy. The DPP makes it easier for customers and service teams to access information about materials and manufacturing technology.

Rental instead of purchase — access to the product

In many industries, the rental model is becoming increasingly popular. The DPP enables: easy tracking of a rented item's history (e.g., a bicycle, electronic device), assessment of technical condition before the next rental, building a product quality score system (e.g., Axtrace Quality Score certificates).

Example — Lizee (France): Startup Lizee helps retail brands transition to rental and re-commerce models. With digital product tracking, companies can manage lifecycle and optimize returns logistics.

Product-as-a-Service (PaaS) — a new ownership model

Product-as-a-Service changes how we think about ownership. Instead of buying a washing machine, a consumer pays for the ability to use it + service and updates. The DPP enables monitoring of: usage time, energy consumption, and the need for maintenance or replacement.

Example — Philips Pay-per-Lux: Philips offers lighting not as a product but as a service: the client pays for delivered lumens of light, while Philips handles equipment, replacements, and upgrades. With digital documentation, energy efficiency and lamp lifecycle can be tracked.

Unconventional solutions and startups | Facts, not fiction

Fairphone (Netherlands): Manufacturer of modular smartphones. Thanks to the DPP, users can replace components (battery, screen) themselves and extend the phone's life.

Grover (Germany): A consumer electronics rental platform — computers, smartphones, and cameras. It tracks product usage history and offers customers better rental terms in exchange for responsible use.

Cataki (Brazil): An app for managing waste recycling — users can order pickup of used items. A DPP could be integrated with similar platforms in Europe.

How does Axtrace DPP support new business models?

Our solution: enables digital registration of environmental and usage data, supports rental, repair, and re-commerce systems, and lets manufacturers manage the product lifecycle in one place.

With the Axtrace Application, any company — from textile manufacturers to electronics providers — can build a conscious product management system and open up new revenue streams.