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Recurring Revenue Model in Practice

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Abstract

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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Authors and Affiliations

  1. Salesforce, Dublin, Ireland

    David Dempsey

  2. Business School, Waterford Institute of Technology Business School, Waterford, Ireland

    Felicity Kelliher

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  1. David Dempsey
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  2. Felicity Kelliher
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Dempsey, D., Kelliher, F. (2018). Recurring Revenue Model in Practice. In: Industry Trends in Cloud Computing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-63994-9_8

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