A Printer Manufacturer talks about a Campaign Manager Solution?

Just saw a brief clip on WhatTheyThink.com regarding campaign management tools. The speaker was Kodak's Aaron Tavakoli. He's the Kodak Product Manager for their Insite product family of solutions. I'm seeing more and more of the major print manufacturers opening up to non-print equipment solutions. I believe you'll begin to see a few of the major print manufacturers migrating a large portion of their revenue streams into more software solution sales. After a while, the technology of the presses becomes so subtle that these companies need to differentiate themselves in ways other than a "my press is bigger than your press" type of mind-set. Manufacturer's software and customer service solutions are going to be the money makers in the near future. Imagine buying a digital press like you would a cellphone and only paying for the services it integrates itself with. Who knows, maybe one day you'll find yourself buying a press for $19.99 with a two year contract. What do you think?