Recurring Revenue Model in Practice

  • David Dempsey
  • Felicity Kelliher


Having proposed a recurring revenue model for the Cloud Computing (CC) Software as a Service (SaaS) market, this chapter explores the model in practice. The authors gained access to a data set containing over 10,000 Business-to-Business (B2B) SaaS customer exit data records, which listed both full and partial attritions, coupled with the historic renewal exit reasons cited. Guided by previous research studies, and the taxonomy, decision framework and renewal model proposed in this book, we grouped this data into logical coded groupings based on the influence of the reason type. Having mined the data, we carried out a series of semi-structured interviews with subscribers and industry experts to tease out the meaning of the findings and presented these conclusions in the later part of the chapter.


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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • David Dempsey
    • 1
  • Felicity Kelliher
    • 2
  1. 1.SalesforceDublinIreland
  2. 2.Business SchoolWaterford Institute of Technology Business SchoolWaterfordIreland

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