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Unfortunately I do think there is a strategy behind this. In the past NI was a company centered around hardware sales in the form of computer plugin cards. The fact that they were a lot better in providing good and well designed supporting software for that hardware was for years a distinguishing factor that made them grow while the competition had a hard catch up game to do and eventually all more or less faltered. The software in itself never really was the money maker, much of it even was given away free with the hardware and was considered a supporting expenditure that was financed with part of the profit for the hardware. When they had pretty much the whole market of what they possibly could get, they run into the problem that there was very little grow in this market anymore for them. So they set out to find new markets and moved towards turn key semiconductor testers that they could sell a dozen a time to the big semiconductor manufacturers for big money. Suddenly those pesky DAQ cards and DAQ boxes were just a margin anymore and they were at best a supporting technology, but the accompanying software was getting more an more a costly burden rather than a supporting technology. Nowadays there isn't one NI marketing but each division has pretty much its own marketing department and is also its independent profit center. And then an independent software/LabVIEW division suddenly shows mainly as a post in the cost category that doesn't bring in as much as it costs. So they try to increase the income but I think they missed that train already 15 years ago when they were refusing to consider other venues for LabVIEW. Nowadays the LabVIEW community is a marginalized small group of enthusiast who are looked at by the rest of the industry as a bunch of crazies who can't let go of their pet IDE and the rest of the world has moved on to Python and .Net and will move on to another hype in a few years. And the higher NI management is likely aware of that. While I do believe that the LabVIEW developers and the managers who directly work there really would like to make LabVIEW a good and flourishing product, I feel the higher management has already decided that this is going to be a dead end and have very little intentions to do anything else than let it bleed to death, so they can get rid of that liability.

I think the biggest problem with the subscription model is that it does not set incentives correctly for NI. In the olden days, a company had to actually improve their software and innovate in order to get paid more money every year. Now, with the subscription model, all they have to do is "lock someone in" to their platform, and they get paid forever. Why continue to add new features to your software every year? Your suc......err....customers.... HAVE to pay you. Even if you don't continue to improve the software. In this new model, what financial incentive does NI now have to continue improving LabVIEW? It seems to me like they only need to just enough to keep existing users from leaving. That's not exactly innovative stuff. You know what it leads to? Flat revenue for the product line. You know what Wall Street hates?