Basically, instead of buying a lifetime license and paying to upgrade to newer versions when they happen, this would means paying a fixed subscription to use Camtasia latest version, perhaps a cloud version instead of local software. Obviously to those who use Camtasia every month, it would still be better to buy a lifetime license, but then it would attract more customers to TechSmith.
Although, I might consider it if they followed the same pricing model that Adobe does with Photoshop CC and Light Room.
The original Photoshop CS 6 would set you back a $1000. Light room would set you back another $500. You can currently get them at a combined subscription rate of $9.99 month.
At that rate you get both programs for 12 1⁄2 years. Before you reach the rate of $1500, the combined cost of both programs. So that’s really quite a deal they have. The programs are 100 percent up to date for 12 1⁄2 years. There’s no way you can use a program for that long without having to purchase another major update.
So with that pricing in mind, if TechSmith wanted to give us Camtasia for 150 months at the same price as the cost of the program. It would be roughly $1.66 a month for the subscription model. I’m pretty sure people would be okay paying that rate.
I’m also pretty sure the TechSmith wouldn't be okay charging that rate.
Adobe took that away from us and consequently I consider that I owe Adobe zero in the way of loyalty. When I come across permanently licenced products which are as good as Adobe ones, I'll be gone for all money.
My issue with it - actually ONE of my issues with it - is this. Populations are getting older. Full time work is becoming scarcer in the gig economy. While someone is using Adobe's products while employed full time, it's less of an issue. But if / when they lose their job or reach retirement age and their income drops, they still have Adobe strip-mining their account for access to the applications which they may very well need to try to get yourself back into the workforce, however long that takes. In the meantime they get the "benefit" of being constantly up to date with "improvements" which are frequently of limited practical utility.
If they take the hit up front by buying a perpetual licence while times are good, they have those tools. Forever. No, they don't get Great! New! Features! that may deliver pretty much no benefit to them, but they still have the tools to hone their skills and talents. They know the cost up front, as opposed to getting whacked with ever increasing costs (my CC subscription cost has more than doubled since I made the mistake of going that way instead of buying CS6) for frequently pointless "newness".
While someone is in a full time job they can afford things like this. If they lose that and they have a bunch of software subscriptions sucking their wallet dry, it becomes a choice of "Do I pay for the software that might get me a new job and which lets me access my past work, or do I eat?"
This is one core reason why I am totally opposed to the "our hand in your wallet for eternity" business model known as SAAS.
I'm happy enough if TS want to offer that as an option, but they tried that once before on Steam. Apparently it didn't turn out all that well. Whether that was down to the model or whether it was the wrong platform (Steam is overwhelmingly identified as a gaming platform) I could not say.