The software vendor NetSuite has launched an advertising campaign, bragging how they have poached 500 customers from the larger competitor Sage.
Resembling a London Underground map, the campaign jeers "all Sage lines terminate here" and points to a NetSuit logo. The campaign has been timed with accuracy, as Sage has just reported its ninth consecutive quarter of revenue growth to $144m (£90m), despite a net loss of $29m over the period.
Steve Attwell, managing director of SMB at Sage, responded to the advert: "In Sage’s world, businesses don’t run in a straight line and end. They adapt, evolve and grow.
"If Sage ran the underground, it wouldn’t be under the ground, it would not have an end of line and there would be no gaps to mind. You would get to your destination quicker, there would be no delays and you would get there with confidence."