You will be surprised to discover that these companies are not new to the software industry. While they may not be pure software companies, they definitely put most of the functionality of their products into software – either they sink into the hardware itself or they sell subscriptions that only work on certain appliances. Most of them have even offered some sort of ELA program for the largest of the larger companies – but usually by invitation only. For example, when a Fortune 1000 company was informed by its server storage software vendor that its $10 million ELA had been fully consumed after half of a 36-month agreement, the potential effects were considerable. Maximizing the cost-effectiveness of software consumption is a delicate balance.