An increasing number of companies, from a wide range of sectors, are starting to develop digital services and adopt scalable business models based on digital technology. The way companies use software will play a key role in how they innovate, scale up and expand their activities. This kind of transformation has a profound impact on how companies create revenue, often evolving from straightforward sales to more continuous models of value delivery and capture. These transformations affect companies' business models. We discuss a number of tactics for creating business models based on digital services.