Software-as-a-service (SaaS) no longer has anything to prove. In North America, 60% of the top 90 software market caps have a native SaaS model. This huge success stems from its clear profitability: 9 out of the 10 largest SaaS firms are profitable. For their part, SaaS customers benefit from the flexibility of this business model: they can simply adjust the cost of consumption to the level of their business. SaaS arrived later in Europe due to reluctance around public cloud, but organizations on the continent are catching up with the US as the need to digitally transform their business has triggered strong demand for cloud-based IT solutions. In that context, traditional software vendors have started and even accelerated the transformation of their business model to SaaS and subscription at the expense of perpetual licensing, generating intense competition in the software industry. The related explosion of data has also opened the way for a new generation of data analytics available in the cloud.