What does ALU have that its competitors dont?

Why would a company choose to use ALU software over its competitors? I'm reading a lot about 'it costs money to swap software', which isn't an argument for the company as it applies to its competitors too.

My Calc's; Assuming they are going to hit 17%-18% growth next year, would be worth about $11.50. If they hit their target (200m @ 2020) they will be worth about $15 at an estimate future 10% growth rate.

Seems like value at first glance.