The advantage for you is client loyalty' Mark replied.'When a client's licence period ends, they won't have to buy new software, they'll just have to buy a new licence. That will be much cheaper, so the client will want to go on using your product, rather than buying another company's software. So the client gets regular updates, and you get loyalty. And when you do produce a completely new product, you can sell it to your existing clients at a discount. It's good for both of you