In the past year or so, just about every provider of on-premise software has shifted their focus from traditional resellers to developers that invoke their software as a service using application programming interfaces (APIs).
For many traditional resellers that shift is perplexing. After all, software installed on premise usually costs thousands of dollars. In contrast, developers typically only want to part with a couple hundred dollars if the vendor is lucky. The difference is that there are thousands of developers, but there may only be hundreds of customers willing to fork over hundreds of thousands of dollars for an enterprise license.