Based on a joint study with LMU Munich and rpc, we will discuss why digital services in agricultural machinery are still only partially utilized despite their great potential. A keynote will highlight the key findings – followed by a discussion between OEMs, dealers, and end customers: Where do customers stand today? How can dealers provide more targeted support? What role do OEMs play in enablement, training, and feedback? And how can SAM offerings become economically viable in the long term?