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                     21% Growth                          86% of companies                             Licence

                              in                           already buy SW                       Complexity Cost
                                                               priced via
                        Software                        consumption models                      Customers 25%
                                                                                                of the Licencing
                    Subscriptions                                                                     Budget
   6   7   8   9   10   11   12   13   14   15   16