Consumption vs. Acquisition: How to Drive Long Term Cloud Technology Success
When cloud technology service providers focus solely on acquiring new customers, they do little to support customers immediately after they attain them.
The outcome of any market transformation is an immediate response from companies who want to build their presence and establish a large amount of market share. In the case of cloud innovation, technology companies initiated an arms race of investment to acquire net new customers across their marketing and sales portfolios. Free trials and discounted licenses started to inundate the market, as companies battled to secure new buyers and convert current on-premise customers to cloud solutions.