On a regular basis, I get asked for examples of companies that have moved from traditional licensing models to subscription-based and cloud-delivered ones. The number of companies to have made this transition successfully is actually pretty limited — whether the barriers are technological, cultural or market perception-based, there are far more examples of cloud vendors disrupting traditional ones than there are of traditional vendors successfully transitioning to the cloud.

Adobe, however, is one example of a company that has navigated this change with aplomb. Indeed, case studies have been written about what the company did to avoid the pitfalls of customer cannibalization, a move from perpetual to subscription licensing, and a need to have a more direct relationship with customers.

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Ben Kepes

Ben Kepes is a technology evangelist, an investor, a commentator and a business adviser. Ben covers the convergence of technology, mobile, ubiquity and agility, all enabled by the Cloud. His areas of interest extend to enterprise software, software integration, financial/accounting software, platforms and infrastructure as well as articulating technology simply for everyday users.

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