Cloud computing (CC) is creating a new paradigm for the distribution of computer software applications among business-to-business (B2B) clients. Within this context CC-enabled Software as a Service (SaaS) fundamentally changes the revenue expectations and business model for the application software industry and impacts on how SaaS providers pursue, acquire and retain B2B clients. This chapter introduces SaaS in the B2B domain and considers the B2B client and inherent revenue expectation of the CC industry and its dependency on renewal subscriptions, delivered through the CC channel. Securing subscription renewal is critical to business prosperity as any significant attrition, that is, cancellation or reduction of the service, can have a significant impact on the financial viability of SaaS businesses based on this model.
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