Abstract
The response rates received from the surveyed cohort in this study indicate a relationship ambivalence between subscriber and provider that is close to that of a utility. This has implications for the customer lifetime value (CLV) expectations inherent in the Cloud Computing (CC) Software as a Service (SaaS) business model. In addition, a perceived subjectivity of the SaaS attrition or reduction decisions were found to be less impactful than might have been expected prior to the study. Specifically, we found that the SaaS provider’s capability of analysing and tracking meta-data usage patterns enables them to track subjective influences through an objective set of algorithms. The refined revenue renewal model encapsulates these findings.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Agyapong, G. (2011). The effect of service quality on customer satisfaction in the utility industry–A case of Vodafone (Ghana). International Journal of Business and Management, 6(5), 203–210.
Armbrust, M., Fox, A., Griffith, R., Joseph, A., Katz, R., Konwinski, A., Lee, G., Patterson, D., Rabkin, A., Stoica, I., & Zaharia, M. (2010). A view of cloud computing. Communications of the ACM, 53(4), 50–58.
Chowhan, S., & Saxena, R. (2011). Customer relationship management from the business strategy perspective with the application of cloud computing. The Proceedings of DYNAA, 2(1), 28–38.
Kim, H.-S., & Yoon, C.-H. (2004). Determinants of subscriber churn and customer loyalty in the Korean mobile telephony market. Telecommunications Policy, 28(9), 751–765.
Osterwalder, A., & Pigneur, Y. (2010). Business model generation: A handbook for visionaries, game changers, and challengers. Hoboken: Wiley.
Pope, C., Ziebland, S., & Mays, N. (2000). Qualitative research in health care: Analysing qualitative data. BMJ: British Medical Journal, 320(7227), 114.
Porter, M. E. (1980). Industry structure and competitive strategy: Keys to profitability. Financial Analysts Journal, 36(4), 30–41.
Skilton, M., & Director, C. (2010). Building return on investment from cloud computing (White Paper). US: cloud Business Artifacts Project, Cloud Computing Work Project, The Open Group.
Walther, S., Sarker, S., Sedera, D., & Eymann, T. (2013). Exploring subscription renewal intention of operational cloud enterprise systems- a socio-technical approach. ECIS Conference Proceedings. Utrecht, Netherlands.
Wohl, A. (2008). Succeeding at SaaS: Computing in the cloud. US: Wohl Associates.
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2018 The Author(s)
About this chapter
Cite this chapter
Dempsey, D., Kelliher, F. (2018). Recurring Revenue Model, Recommendations and Next Steps. In: Industry Trends in Cloud Computing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-63994-9_9
Download citation
DOI: https://doi.org/10.1007/978-3-319-63994-9_9
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-319-63993-2
Online ISBN: 978-3-319-63994-9
eBook Packages: Business and ManagementBusiness and Management (R0)