In 2020, it had been over a decade since Tally Solutions had released its Tally. ERP 9 for micro, small and medium enterprises (MSME). It had also developed a platform, called Tally.Developer 9, in which the partner ecosystem helped develop customized solutions (Tally Add-On) and sold through the Tally Shop (a virtual online shop). Tally’s initial product contained a standalone accounting software. Tally provided after-sales services with an annual subscription model, where customers received free upgrades and access to online services (for example, online bank reconciliation, online payment services through bank, and so on). It had developed from a boxed product to a platform, and then subsequently to an ecosystem (as of 2020), enabling it to reach a new segment of customers, with infinite business opportunities. Tally had faced several challenges through its journey. As it transitioned from an accounting-only software, it had transformed into an architect of the ecosystem model, the challenges mainly revolved around how Tally had evolved as an orchestrator of the ecosystem. In the ecosystem that it orchestrated, there were significant decisions to be made around Tally’s relationship with its complementors, including customization in the Tally shop and its pricing strategy.