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Article | February 14, 2020
How sad is shelfware? Software that ends up on the shelf (meaning nobody uses it) can be anything from a minor annoyance to a huge and tragically missed opportunity. After all, just think – you invested time, effort, and money into applications that you selected with loving care and attention to provide your team project management solutions to be more productive. And after all that, you’re going to let it end up as shelfware gathering digital dust?
The cloud has had a major impact on broadcast workflows, with media companies moving their infrastructure to the cloud or private data centres in a bid to simplify workflows and reduce costs. Many broadcasters are now looking to a hybrid cloud approach, which leverages a mixed computing storage and services environment that combines on-premises infrastructure (and/or private cloud services) and a public cloud such as Amazon Web Services (AWS) or Microsoft Azure – with orchestration between these various platforms.
The public cloud services market is expected to total more than $214 billion when the figures for 2019 are finalised.The Infrastructure-as-a-Service (IaaS) segment of cloud is expected to have grown nearly 30% during 2019. If you haven’t heard of “IaaS”, that’s ok, just think of “Amazon Web Services” or “Microsoft Azure” as some of the biggest players in IaaS. In 2019, the U.S. Department of Defence even entered into a $10 billion contract with Microsoft Azure to move to the cloud, offering yet another proof point on the perceived convenience and security of using cloud-based infrastructure. In August of 2011, Marc Andreessen, a prominent Silicon Valley venture capitalist, wrote the phrase “software is eating the world” within a Wall Street Journal article. Even then, now more than eight years ago, the case was clear that companies in Silicon Valley were relying less and less on delivering a physical “product” and more and more on delivering some type of software over the internet.
PLG companies typically use a bottom-up approach to go after the end-user first and focus on delivering consumer-grade user experience so that users actually engage with and love the product to an extent to become product advocates. Existing users invite new users in a viral loop, reducing user acquisition costs. Users are more likely to upgrade and expand, increasing LTV and net-dollar-retention. When IT or Procurement departments get involved, the end-users already have been using the product actively, making the sale of enterprise plans a lot smoother and faster.
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