Disruptor v incumbent: a cloud combat playbook

The battle for for the hearts and minds of bookkeepers is intensifying for providers of accounting software MYOB and Xero. With US giant Intuit joining the mix, the cloud based accounting market is getting crowded.

In this era of digital disruption it is easy to picture web-born businesses sweeping away old-world competitors. But every so often an incumbent learns how to fight back early enough to make a difference.

This is the story that MYOB chief executive officer Tim Reed hopes to tell in years to come. MYOB once dominated Australian small business accounting software, but recent years have seen it challenged by eight-year-old New Zealand-based Xero.

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