Three key market dynamics are currently driving the need for transformation in almost every industry:
1) The need to leverage digital technologies to drive the core business
2) Next generation online consumers and socially networked buyers
3) The financial crisis
Companies are under tremendous pressure to bring digital technologies at the center of their business to remain
competitive, innovate, create new revenue streams, and drive greater customer intimacy. As a result the need to
leverage technology to significantly reduce the cost of going to market while driving growth has led to increasing
interest in software-based business models.