A Product Is More Than the Product

« A product is actually a service. Although the designer, manufacturer, distributer, and seller may think it is a product, to the buyer, it offers a valuable service. The easiest example is the automatic teller machine (ATM), or as many people think of it, a cash dispenser. To the company that manufactures it as well as to the bank that purchases it, the ATM is a product. But to the customer, the ATM provides a service. » Don Norman

Above, the video is the redefinition of self-service banking by IDEO, which illustrates the example of the ATM.