By Adil Wadood, General Manager, Jaffer Business Systems
When people think about sustainability in technology, they often picture energy-efficient data centers or renewable power. However, for most organizations, the real sustainability test begins much closer to home, with the devices employees use every day and the systems that keep businesses running.
Every laptop, server, and piece of infrastructure carries a carbon cost. It takes energy to manufacture, ship, operate and eventually replace. When technology is refreshed too quickly or maintained poorly, that cost multiplies. As enterprises push toward more responsible technology practices, how systems are managed over their full lifecycle matters as much as what systems are purchased in the first place.
Sustainability starts with longevity
For years, the technology conversation has focused on speed and performance. Faster devices, newer platforms, more features. What’s often missing is a discussion about longevity. Many organizations replace equipment simply because it’s easier than maintaining it, not because it has stopped delivering value.
A more sustainable approach looks at technology as a long-term investment. Extending the life of devices through proper maintenance, replacing components instead of entire systems and managing infrastructure proactively all reduce waste and lower environmental impact. Sustainability, in practice, often comes down to a simple idea: use what you have, better and for longer.
Why service excellence now defines competitive advantage
This is where service excellence becomes central to the sustainability conversation. As automation, AI and end-to-end digitalization mature, technology offerings across the industry have become increasingly standardized. Many solution providers can deliver similar hardware, platforms and tools. What truly differentiates partners today is how those systems are supported.
Reliable service keeps technology productive, efficient and in use for longer periods. Proactive maintenance prevents failures. Skilled support teams resolve issues before they escalate. And consistent service reduces the need for premature replacements. In this environment, service excellence is no longer a support function, it is a competitive advantage.
The shift from tools to trust
Customers today don’t just measure technology partnerships by features or price. In complex, multi-vendor environments, organizations increasingly want one partner who understands the full picture and takes responsibility end to end.
This expectation reflects a broader shift in the market. While systems and platforms create value, it is the quality of human engagement that sustains it. Clear communication, accountability and the ability to navigate complexity matter more than ever. Service excellence isn’t about reacting quickly once something breaks; it’s about preventing disruption in the first place.
Putting the principle into practice
At JBS, this principle shapes how we operate. Through our lifecycle services and multi-vendor support model, we focus on keeping technological environments stable, efficient and resilient. With 24/7 service availability, certified engineers across hundreds of locations and unified visibility across diverse systems, the goal is simple: help customers get the most value from their technology while reducing waste and disruption.
This approach supports sustainability in a very practical way. Fewer unnecessary replacements. Lower downtime. Better planning and technology environments that are designed to last, not churn.
Technology delivers value. People sustain it.
As automation continues to advance, it’s easy to assume that human involvement will matter less. In reality, the opposite is true. Technology may enable transformation, but long-term success depends on people. The engineers, service teams and leaders who ensure that systems perform reliably and evolve responsibly. Technology delivers value; people sustain it.
The way forward
Sustainability and service are deeply connected. Both require long-term thinking. Both demand accountability. And both reward organizations that invest in reliability rather than shortcuts.
The real sustainability test isn’t whether an organization adopts the latest technology. It’s whether it builds systems that last, supported by service models that value responsibility, continuity and trust.
That is where the competitive advantage now lies.
