When the features and functionality of Product A are essentially the same as those offered by Product B, what will truly distinguish one software company from another? For a time, SaaS manufacturers held an edge over their on-premised perpetual license based competitors, but those days are swiftly passing. The rumors of a coming shakeout in the on-demand market are steadily becoming observable reality, with SaaS vendor pitted against SaaS vendor with survival at stake. To succeed in this present arena, a company must offer a new and brand-able value to consistently attract and to retain the best customers. The winners will be those that realize that the true product is the long-term partnership. It's not about the software anymore. What counts is the continuing connection to value.