Very Rapid Response

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SmithBayes put its own software to use when it picked a subscription-based business model instead of licensing the technology or setting up a consultancy. Most clients start with an initial yearly package costing around $200,000. That's not cheap, but Williams calls it good value considering it helps clients place strategic bets worth millions. Sectors constantly affected by uncertainty and flux may find it most useful: think telecoms, oil companies, traders, insurers and betting companies. Firms that toil in steady environments may be less interested, but, as Williams points out, "there seem to be fewer and fewer of those around."