ACV in my opinion will reflect low contract values on new customers being introduced to their software. The more customers converting from trial to paid services the better. It allow the customer to get familiar and see benefit in imbedding it into their workflows. New contracts will match the value the customer gets and they will be happy to higher rates.
Nearmap also started this way. Get your customers, build the relationship and develop for their needs, get them embedded and increase rates as they use.
Ann: Appendix 4C - quarterly, page-11
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