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The first advantage of going for customised programming solutions is that unlike regular off-the-shelf solutions, you can have a software designed exclusively as per your business needs. This goes a long way in helping your business expand in the future, since what is good for one domain of business might not be as effective in the other.
By hiring an external company to provide software solutions, you can own all the third party and source code rights. This gives you a similar kind of setup as when you hire a regular employee for the same purpose, only with a lower investment.
There is no licensing fee as is the case with regular off-the-shelf solutions. Thus, although customised programming solutions might seem to be a little bit expensive initially, they are extremely cost-effective a few years down the line.