The next time your vendor or reseller sends a mail reminding you it's time to renew your software licence, subscription, or support contract, the mail could come from a third party you've never met and never will – but which has been trusted with enough info about you to make the sale.
The Register chatted with one such renewals-as-service player – Renewtrak – whose CEO Mathew Cagney told us the biz is growing like a weed because vendors know they and their channels are rubbish at securing renewals. So rubbish, in fact, they can lose 15 or 20 per cent of their customers each year.
Cagney explained that vendors, resellers, and distributors all have their own data about which customers are due to renew. They don't share it – or don't remember to share it in a timely fashion. When they do share it, the data can arrive in inconsistent formats than make it hard to ready a renewal campaign.