Rethink Commerce Blog

Any Channel. Any Model. The Wave is Coming.

Posted on November 10th, 2011 by

Today around 30 percent of all software is distributed online and predictions are that it will account for 70 percent of all software sold in 2 – 3 years. Clearly, the cloud has changed virtually everything in how software is developed, distributed and consumed. Most importantly, it has given customers much more control: whether B2B or B2C, buyers want instant gratification and “frictionless” self-service transactions.  This disruption is also affecting pricing models as customers become more demanding about subscriptions or pay-as-you-go models.

This unprecedented amount of change is a good thing for industry innovators, as their new business models and technologies are born into a market eager to trying new products and services.

Why struggle with the transition alone?

So what about existing businesses? How do you adapt and change successfully? Do you once again chase the early majority and risk cannibalizing your present sales, or do you stay and try to hold onto the laggards? How are you taking advantage of international markets – optimizing your existing sales channels or onboarding new ones that have marketing strength and local knowledge?

At Avangate we see more and more ISVs transition from perpetual to pay-as-you-go models such as freemium, rental, or subscription; experiment with new channels, partners and affiliates. Try, test, measure, decide. How better than with a single, modular platform, providing the operational agility to do all of this with minimum effort and risk?

This is what today’s launch of our Enterprise Edition™ Suite is about: helping software and SaaS vendors take advantage of these disruptive changes, get to market faster, complement their

The wave is coming. Learn to surf!

existing systems, and manage their end-to-end subscriber lifecycles, offering a consistent customer experience at every channel.

We are just scratching the surface, as there is plenty to talk about on these themes. You will hear more from us on this blog.

In the meantime, we want to hear what YOU think.  Share with us your opinion on what disruptions you see in the market – are they opportunities or threats for your software business?

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Carl Theobald

President & CEO

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