Software support protects and enhances the value of your customer’s investment in Cisco hardware and software throughout the product’s life by providing new functionality included in new releases and by strengthening the performance of Cisco OS and application software.

As a Cisco partner, it is important that you address these points with your customers—in addition to talking to them about the features and benefits that Cisco applications provide to their networks.

It's important to point out to your customer that many of their competitors will keep both their Cisco OS Software and Cisco software applications current with the latest releases, updates, and upgrades. Explain that by not doing this, your customer may leave themselves exposed to more downtime or lower network functionality than their competitors. This can lead to a competitive disadvantage.