We sell our B2B desktop software as a subscription since 2012 (previously it was freeware). The key is to make it only available as a subscription (no permanen

We sell our B2B desktop software as a subscription since 2012 (previously it was freeware). The key is to make it only available as a subscription (no permanent licenses) and it does not have any cloud component. We managed not to fall in the trap of making two types of licenses (suscription or permanent) to maximize early revenue (we could affort to wait). We seek a marriage relationship with our users not a hook up. This increases the value our users extract knowing it will not go away in the long term and the lifetime value of customers is a lot higher. We know that some customers will not accept a subscription-only desktop application but in B2B world they are fewer than it might seem.