Rubicon Global has been in business for over a decade and has received more than its fair share of press coverage, but it’s still not uncommon to meet people who don’t quite understand what the “Technology company” does.

According to Morris, this subscription business is targeted to comprise more than 50% of Rubicon’s revenue in the next five years, including the company’s expanding smart cities line and more.

True to its pattern of financial opacity, Rubicon declined to confirm what percentage of its revenue is currently subscription-based, preferring to focus the interview around reclaiming ownership of the “Technology company” label.

Still, the Rubicon team said it felt some sense of vindication to hear more discussion around the need for technological advancement in the industry: Fish said the industry is closer to a flip phone than an iPhone on the spectrum of progress.

Rubicon’s efforts to change the metrics for success – by saying the future is about subscriptions rather than controlling tonnage – could be taken as a sign that the company is looking for a new tack.

Later in the interview, Morris went so far as to say that “There is plenty of waste for us all to build massive companies, and there is plenty of waste for Waste Management and Rubicon to coexist.”

As for whether Rubicon has any interest in municipal collection contracts – something a similar company, Recycle Track Systems, recently expanded into – Morris took the question as an opportunity to wax on broader aims.