History
The history of how software has been sold and evolved over the past 50 years is a fascinating journey that mirrors the rapid advancements in technology and shifts in business strategies. I asked ChatGPT for a summary of how the industry has evolved.
Early Years (1970s and earlier): In the earliest days of computing, software was often bundled with hardware, with no separate charge for the software itself. This was because software was seen as an add-on to make the hardware useful, rather than a product in its own right. Mainframe manufacturers like IBM provided both the hardware and the necessary software, which was custom-written for specific applications.
Rise of Software Licensing (Late 1970s to 1980s): The late 1970s and 1980s saw the birth of the personal computer (PC), which marked a turning point. Companies began to see software as a standalone product. Microsoft and Apple were among the pioneers in selling software separately from hardware. Microsoft’s MS-DOS, an operating system, became one of the first widely successful standalone software products. Software licensing emerged as a model. Users would purchase a license to use the software, but not own the software itself. This was a shift from the hardware-centric model to a software-centric approach.
Expansion and Diversification (1990s): The 1990s witnessed an explosion in the variety and complexity of software available. This period saw the rise of Windows, Office suites, and many other productivity tools. Enterprise Resource Planning (ERP) and Customer Relationship Management (CRM) systems became popular, with companies like SAP, Oracle, and later Salesforce leading the way. Software was sold as packaged products in physical stores, and licenses were often for perpetual use.
Advent of the Internet and E-commerce (Late 1990s to 2000s): The internet revolutionised software distribution. Downloadable software became common, reducing the need for physical distribution. The late 2000s saw the beginning of the transition to cloud-based services and the Software as a Service (SaaS) model. Salesforce, with its CRM platform, was a trailblazer in this domain.
Dominance of SaaS and Cloud Computing (2010s onwards): The 2010s marked a significant shift towards SaaS. Companies like Adobe transitioned from perpetual licenses to subscription-based models. The SaaS model offers software on a subscription basis, usually with monthly or annual fees, and is accessible over the internet. This shift has made software more affordable and accessible to a wider range of businesses. Cloud computing also allowed for more scalable and flexible software solutions, changing the way businesses think about IT infrastructure.
Bard added: “In recent years, there has been a shift towards usage-based pricing models. This means that customers are charged based on how much they use the software. This model is particularly popular for cloud-based software, as it allows customers to pay only for the resources that they need.”
The key point to note is that the pricing is still based on users and usage, and not the outcomes delivered from the software.


