On this move, Vimeo decided to focus more heavily on supporting its content creators and customers, transitioning itself away from being simply a content-hosting or video-sharing website and move into the software as a service model. According to CEO Anjali Sud, Vimeo saw that the demand for online video services had shifted away from Hollywood productions and media producers and was gaining more traction by large businesses, and just as Vimeo had originally drawn attention from indie filmmakers at its start, they saw an opportunity to help with smaller businesses needed video sharing capabilities but lacking the resources to develop those internally. The company introduced a number of tiers and services aimed for business use atop their existing services. Vimeo no longer considered itself a competitor to YouTube or other video-sharing sites, and instead called itself "the Switzerland for creators", according to Sud. Creators were allowed to copy and share their videos to any other video-sharing site as long as they continued to use Vimeo's video editing tools for preparing their creations. In early 2017, Vimeo released collaborative review tools for its users, allowing them to privately share to other users to get feedback tied to individual frames of the video, thus keeping the video creation workflow entirely within the Vimeo service.