Tableau Switches to Subscription Pricing: What it Means for BI Customers

On April 6, 2017 Tableau announced a major shift in the way it sells and prices its products, “pivoting” (in Tableau’s words) from selling perpetual licenses to offering subscriptions for its services.

The change—a while in coming, frankly—represents Tableau’s recognition (and embracing) of market reality: BI competitors (particularly cloud-based ones) have offered subscription pricing for years, and Tableau customers had sought similar pricing flexibility. Operational changes aren’t always easy, but the move delivers benefits to Tableau and Tableau customers. The dwindling number of vendors still living in a perpetual-license world should follow Tableau’s example.

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About Toph Whitmore

Toph Whitmore is a Blue Hill Research principal analyst covering the Big Data, analytics, marketing automation, and business operations technology spaces. His research interests include technology adoption criteria, data-driven decision-making in the enterprise, customer-journey analytics, and enterprise data-integration models. Before joining Blue Hill Research, Toph spent four years providing management consulting services to Microsoft, delivering strategic project management leadership. More recently, he served as a marketing executive with cloud infrastructure and Big Data software technology firms. A former journalist, Toph's writing has appeared in GigaOM, DevOps Angle, and The Huffington Post, among other media. Toph resides in North Vancouver, British Columbia, Canada, where he is active in the local tech startup community as an angel investor and corporate advisor.
Posted on April 7, 2017 by Toph Whitmore

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