Opternative represents how cloud computing is truly disrupting an existing industry. And it's a good example of how replacing one part of an industry value chain with a cloud-based offering can have unexpected effects in parts of the industry that remain in the physical world. I believe that the company is one among many that will serve as catalysts to shake up established industries.
In other words, we're in the early days of seeing how cloud computing is enabling the creation of entirely new ways of delivering value via digital-based offerings, often with surprising changes for everyone involved, from the product or service originator to the final end user.
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