1. Complete I.T. saw Microsoft's retirement of SBS as both a threat and an opportunity - it could lose existing clients but also introduce new recurring revenue services like Office 365. 2. It viewed Office 365 positively as something that provided accessibility, rich features, and opportunities to replace aging SBS systems and bring in new clients, generating licensing revenue, project revenue, and support contracts. 3. By engaging as a partner rather than just a customer, Complete I.T. was able to gain training and marketing benefits from Microsoft that helped promote Office 365 and bring in new clients like Jimmy's Iced Coffee at no acquisition cost.