The process of changing the revenue from units sold to SAAS started 2-3 years ago, as recurring revenue provides a constant flow of cash, instead of the riskiness of selling units.
Regarding data, there are many ways that they can monetize it:
One way is to leverage it on the prosumer market, where players could compare their stats with professionals or use that as a benchmark for what they could possible achieve.
Another way is to sell that to to live sport broadcasting events like the State of Origin.
They can also monetize the data in the gaming world, as the league wide deals provide access to all clubs and they could provide that for the gaming industry.
Owing the data is the competitive advantage that will stop other competitors entering this space, as if a club wants to switch Catapult for a competitor, this competitor will not have the historical players data, and will have to build their database from scratch.
So data is a barrier to entry, a competitive advantage that players like Google, Facebook, and Amazon for example use to be the dominant players in their fields.
Ann: FY17 Results Investor Presentation, page-46
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