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ServiceNow specializes in delivering ITSM applications and thus competes with BMC, Computer Associates, IBM, and Hewlett-Packard.
It also provides a platform for forms-based workflow application development and thus competes with SaaS/PaaS providers such as Salesforce.com's Force.com offering.
Slootman has specifically indicated this as a key corporate strategy in press interviews and keynotes at the ServiceNow user conferences called Knowledge.
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