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As a result of the impact of the Web, cloud computing, and mobility, technology companies must radically rethink how they build, package, deploy, market, and sell their solutions. Cloud and mobile computing appear to represent yet another software architecture change. These platform shifts have happened almost every decade and take some time to standardize. Recognizing the changes in how customers and developers evaluate and adopt solutions, many start-ups are building new software services that can leverage cost advantages of massive scale while also taking advantage of online marketing to drive highly efficient customer adoption and retention. We're at the very beginning of these platform shifts that will lead to significant opportunities across the entire software landscape.