After experiencing steady declines in its traditional personal computer markets, Microsoft shifted substantial resources into cloud-computing services. For example, its Azure service offers highly scalable provisioning, load-balancing, and system health monitoring features on a subscription basis. Like many other technology services, cloud products enable Microsoft to obtain recurring revenues and reduce its reliance on one-time sales. Describe Microsoft’s shift in terms of at least one of the three components of B2B (business-to-business) strategy.