<s>
Retail	B-Application
software	I-Application
is	O
computer	B-Application
software	I-Application
,	O
typically	O
installed	O
on	O
PC-type	O
computers	O
post	O
2005	O
,	O
delivered	O
via	O
the	O
Internet	O
(	O
also	O
known	O
as	O
cloud-based	B-Architecture
)	O
.	O
</s>
<s>
Traditionally	O
this	O
software	O
was	O
delivered	O
via	O
physical	O
data	B-General_Concept
storage	I-General_Concept
media	I-General_Concept
sold	O
to	O
end	O
consumer	O
but	O
very	O
few	O
companies	O
still	O
provide	O
their	O
software	O
using	O
physical	O
media	O
.	O
</s>
<s>
The	B-Application
software	I-Application
is	O
typically	O
sold	O
under	O
restricted	O
licenses	O
(	O
e.g.	O
</s>
<s>
EULAs	O
)	O
or	O
in	O
the	O
case	O
of	O
cloud-based	B-Architecture
software	I-Architecture
sold	O
as	O
a	O
Software-as-a-Service	B-Architecture
(	O
SaaS	B-Architecture
)	O
model	O
.	O
</s>
<s>
Cloud-based	B-Architecture
software	I-Architecture
:	O
this	O
is	O
software	O
that	O
is	O
not	O
installed	O
on	O
a	O
user	O
's	O
device	O
but	O
delivered	O
on-demand	O
via	O
the	O
Internet	O
to	O
the	O
end	O
user	O
's	O
device(s )	O
either	O
through	O
web-based	O
apps	O
or	O
native	O
apps	O
(	O
iOS	B-Application
and	O
Android	B-Application
)	O
.	O
</s>
<s>
OEM	O
Pack	O
-HOW	O
This	O
is	O
a	O
licensed	O
copy	O
of	O
software	O
given	O
by	O
the	B-Application
software	I-Application
manufacturer	O
to	O
a	O
computer	O
manufacturer	O
to	O
pre-install	O
on	O
a	O
computer	O
being	O
sold	O
to	O
a	O
customer	O
.	O
</s>
<s>
Box	O
Pack	O
-	O
This	O
is	O
a	O
licensed	O
copy	O
of	O
the	B-Application
software	I-Application
that	O
an	O
end-user	O
buys	O
off	O
the	O
shelf	O
from	O
any	O
authorized	O
retail	O
outlet	O
.	O
</s>
<s>
Paper	O
License	O
-	O
This	O
is	O
a	O
scheme	O
provided	O
by	O
the	B-Application
software	I-Application
manufacturer	O
to	O
companies	O
or	O
businesses	O
that	O
require	O
many	O
copies	O
of	O
particular	O
software	O
to	O
be	O
installed	O
on	O
multiple	O
computers	O
within	O
the	O
organization	O
(	O
Volume	B-License
license	I-License
key	I-License
)	O
.	O
</s>
<s>
Instead	O
of	O
buying	O
50	O
CDs	O
and	O
managing	O
those	O
50	O
individually	O
,	O
the	O
company	O
can	O
buy	O
one	O
copy	O
of	O
the	B-Application
software	I-Application
and	O
request	O
the	B-Application
software	I-Application
vendor	O
to	O
issue	O
a	O
paper	O
license	O
authorizing	O
them	O
to	O
use	O
it	O
on	O
50	O
computers	O
.	O
</s>
<s>
The	B-Application
software	I-Application
vendor	O
then	O
charges	O
them	O
accordingly	O
.	O
</s>
<s>
An	O
important	O
historical	O
event	O
that	O
led	O
to	O
the	O
expansion	O
of	O
the	O
market	O
for	O
retail	B-Application
software	I-Application
was	O
the	O
Open	O
Letter	O
to	O
Hobbyists	O
by	O
Bill	O
Gates	O
in	O
1976	O
.	O
</s>
<s>
Until	O
the	O
2000s	O
with	O
the	O
emergence	O
of	O
the	O
Internet	O
,	O
retail	B-Application
software	I-Application
represented	O
the	O
vast	O
majority	O
of	O
all	O
end	O
consumer	O
software	O
used	O
and	O
was	O
referred	O
to	O
as	O
shrinkware	B-Application
because	O
of	O
software	O
almost	O
always	O
ships	O
in	O
a	O
shrinkwrapped	O
box	O
.	O
</s>
<s>
The	O
most	O
famous	O
examples	O
of	O
retail	B-Application
software	I-Application
are	O
the	O
products	O
offered	O
on	O
the	O
IBM	B-Device
PC	I-Device
and	O
clones	B-General_Concept
in	O
the	O
1980s	O
and	O
1990s	O
,	O
including	O
famous	O
programs	O
like	O
Lotus	B-Application
123	I-Application
,	O
Word	B-Application
Perfect	I-Application
and	O
the	O
various	O
parts	O
that	O
make	O
up	O
Microsoft	B-Application
Office	I-Application
.	O
</s>
<s>
Microsoft	B-Application
Windows	I-Application
is	O
also	O
shrinkware	B-Application
,	O
but	O
is	O
most	O
often	O
pre-installed	O
on	O
the	O
computer	O
.	O
</s>
<s>
The	O
rise	O
of	O
the	O
Internet	O
and	O
software	B-License
licensing	I-License
schemes	O
has	O
dramatically	O
changed	O
the	O
retail	B-Application
software	I-Application
market	O
e.g.	O
</s>
<s>
Users	O
are	O
capable	O
of	O
finding	O
shareware	B-License
,	O
freeware	B-License
and	O
free	B-Application
software	I-Application
products	O
or	O
use	O
Web	O
services	O
as	O
easily	O
as	O
retail	O
.	O
</s>
<s>
Producers	O
of	O
proprietary	B-Application
software	I-Application
have	O
shifted	O
to	O
providing	O
much	O
of	O
their	O
software	O
and	O
services	O
via	O
the	O
Internet	O
,	O
including	O
Google	B-Application
,	O
Microsoft	O
,	O
Yahoo	O
!,	O
and	O
Apple	O
Inc	O
.	O
Software	O
is	O
also	O
becoming	O
available	O
as	O
part	O
of	O
an	O
integrated	O
device	O
,	O
as	O
well	O
.	O
</s>
<s>
In	O
2011	O
Apple	O
declared	O
the	O
discontinuation	O
of	O
many	O
of	O
its	O
boxed	O
retail	B-Application
software	I-Application
products	O
.	O
</s>
