Why buy the milk when you can rent the cow? Many businesses find that software subscriptions may be more economical and efficient than endless cycles of software purchases, upgrades and customization. 
Only a few years ago, most businesses felt the pain of being software licensees. The cycle went something like this: 

Issue an RFP, then pay big [...]

When most businesses hear about the rise of social media – i.e. blogging, podcasting, social networks such as Facebook – their reactions can be paraphrased as “Interesting, but how is that going to help our business?” or “I don’t want my employees wasting their time socializing on the Web.”
With social media, the emphasis is on [...]