“Increasingly, customers are looking to license via subscriptions rather than make big, up-front software purchases, which is what has happened in the past,” he said.
The new pricing scheme will help Tableau compete in the increasingly crowded BI market, according to Rita Sallam, a research vice president on Gartner’s Business Analytics and Data Science team. As companies like Microsoft enter the market with competing products, Tableau is facing increased pressure, especially on price.
While Tableau customers surveyed for Gartner’s Magic Quadrant were happy overall with the BI company’s software, they were often frustrated with the company’s rigid pricing policies.
Tableau isn’t a stranger to offering subscription software. The company has already been offering subscription pricing to its large enterprise clients, and its Tableau Online cloud-hosted offering is sold on a subscription basis as well.
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