As software-intensive embedded systems adopt more agile development practices, the shift towards frequent software releases has become increasingly prevalent. However, while many companies can deliver software more frequently, customers may hesitate to deploy releases frequently. To understand the factors influencing customers’ decisions to deploy frequent releases, we conducted a case study at Ericsson focusing on a large-scale software-intensive embedded system used in mobile telecommunications networks. Based on two years of qualitative and quantitative data, including customer surveys and internal documentation, we identify technical, commercial, and organizational factors influencing customers’ decisions to deploy frequent software releases. These factors apply to all customers. Therefore, we segment customers based on their deployment frequency and identify the factors that apply to each category. Based on these findings, we discuss the main activities companies must consider to influence customer decisions to upgrade, providing practical insights for software-intensive embedded systems companies on factors that could motivate customers to deploy frequent releases.