Can you give an example of a company that has done this? I'm not sure i"m understanding what sort of business has bought software to be used by their customers.
I should have clarified it better, my apologies. But yes, OpenTable is a very good example. Restaurants pay to use the software, but do receive any value from using OpenTable unless they market it to their customers that the restaurant uses OpenTable and allows patrons to make reservations online.
Do you mean something like opentable?