Disruptive innovation opens the possibilities for new business opportunities and challenges. Internet broadband, large computer capacity and the MP3 technology were a source of radical change in several sectors, which ends with the so-called digital economy. This digitalization process affects especially those industries that produce or create content that can be commercialized in the web, in the extreme substituting products for services. This is for example the process of servitization observed in the music industry with the change for physical product to digital service (i.e. spotify). Digital economy also changes the relation between brands and customers. Online stores and e-Commerce allows the commercialization of products and services directly in the net and social networks are a source of customerÕs perceptions and opinions. To further explore these issues, The management department at the BarcelonaTech are pleased to announce 1st Barcelona WorkShop on Business Servitization.