The authors would like to thank Jan Wallander's and Tom Hedelius' Foundation, as well as MTC/Enspiro, Posten, Swedebank and TeliaSonera for funding this research. The Swedish Technology Readiness Survey (SNTRS) referred to in this paper was conducted as part of a Research and Development program titled “Tomorrow's Services Built on Tomorrow's Technology,” a collaborative project between commerce, academy, and society where the overarching goal was to narrow the gap between customer‐driven and technology‐driven service development.