(Bloomberg) -- It's time to put up or shut up in cloud software.

One of the hottest recent themes in technology has been the rise of young companies such as Workday and Zendesk that sell Web-friendly software to businesses for subscription fees. Those cloud software firms are the ones that have been going public -- back when technology companies were actually holding IPOs -- and cloud software startups have emerged to fill nearly every imaginable technology need in corporations or among Main Street businesses.

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