Keys to monetisation of SaaS unveiled in new book for software industry

Business
Pictured at the launch of Industry trends in cloud computing: Alternative business-to-business revenue models are Dr Thomas O'Toole, Dean of the School of Business,  Head of Department of Management and Organisation Joan McDonald, and the co-authors Felicity Kelliher and David Dempsey

Pictured at the launch of Industry trends in cloud computing: Alternative business-to-business revenue models are Dr Thomas O'Toole, Dean of the School of Business, Head of Department of Management and Organisation Joan McDonald, and the co-authors Felicity Kelliher and David Dempsey

Industry trends in cloud computing: Alternative business-to-business revenue models will be of interest to the software as a service (SaaS) sector

A new book for those wondering how to make sustainable incomes from cloud computing and software as a service reveals that Securing SaaS subscription renewal is critical to the survival and prosperity of this business.

Published by Palgrave MacMillan, Industry trends in cloud computing: Alternative business-to-business revenue models is co-authored by David Dempsey, Senior Vice President and Country Leader at Salesforce Ireland (an original co-founder of Salesforce EMEA) and Felicity Kelliher, Senior Lecturer in Management and Co-founder of the award winning RIKON group at Waterford Institute of Technology(WIT), School of Business, Ireland.

Industry trends in cloud computing: Alternative business-to-business revenue models will be of interest to those within the software as a service (SaaS) sector seeking to maximise sustainable revenue as well as client business owners and managers.

Exploring the Cloud Computing (CC) commercial landscape as it matures the authors examine the new paradigm it is creating for the distribution of computer software applications among business-to-business (B2B) clients. The primary research presented in this book seeks to examine the key drivers behind the B2B SaaS subscription renewal decision and, in doing so, to explore the recurring revenue framework for the Cloud SaaS business. 

Industry trends in cloud computing: Alternative business-to-business revenue models offers readers a visual tool for assessing a Business-to-Business (B2B) revenue renewal decision process and presents strategies of how SaaS providers might entice B2B clients to remain with a specific SaaS provider over time.

David Dempsey says “Cloud Computing has brought about the democratisation of the Software Industry.  Whether an SME, Mid Market or Enterprise level business, the Cloud completely transforms software delivery and consumption. Expanded markets bring empowered customers who expect their suppliers to engage with them in completely new ways. This book looks at the historical basis of Cloud, its transformation and growth and the business opportunities and risks it brings to the software marketplace. For Academics and Industry Practitioners alike, it offers insightful reading, built on well-researched and timely academic and industry context.”

Felicity Kelliher says “Businesses have come to expect software applications to be perpetually available and paid for as consumed, changing traditional software revenue models forever. This SaaS revenue model places new pressures on software as a service (SaaS) providers to fully comprehend the customer’s decision process when purchasing or renewing a SaaS contract. The book offers a means for those servicing the B2B market to consider these criteria in detail and in doing so, helping to guarantee their future revenue stream”.

In the foreword highly regarded European software industry figure Steve Garnett writes: “This book is primarily concerned with the expectation that the customer, or consumer, of Cloud Computing Software as a Service (SaaS) subscriptions is empowered like never before to pick and choose both their SaaS infrastructure and their service provider. This empowerment, combined with the ever-increasing array of supplier choice, means the commercial software developer is now presented with both an unprecedented opportunity and an unbound exposure in this new democratic software distribution, consumption and monetisation world.”

About the authors

Dr David Dempsey is an original co-founder of Salesforce EMEA and currently serves as Senior Vice President and Country Leader at Salesforce Ireland.  Prior to the establishment of Salesforce in Europe, David held executive positions at Oracle, including Head of Ireland Consulting Services. David is a certified Member of the Institute of Directors. David is a graduate of the Doctorate in Business Administration (DBA) at Waterford Institute of Technology.

Dr Felicity Kelliher is a Senior Lecturer in Management and Co-founder of the award winning RIKON group at Waterford Institute of Technology School of Business, Ireland. Widely published, Felicity has over 30 years of leadership and training experience. Prior to joining academia, Felicity held International Project Management and Consultancy roles in the I.T. industry.

Book Synopsis

Exploring the Cloud Computing (CC) commercial landscape as it matures; this book asserts that the key ingredient in sustaining the Software as a Service (SaaS) business model is subscription renewal. Chronicling the evolution and future trajectory of the CC concept, the authors examine the new paradigm it is creating for the distribution of computer software applications among business-to-business (B2B) clients. CC enabled SaaS has been fundamentally changing the revenue expectations and business model for the application software industry, and impacting on how SaaS providers pursue, acquire and retain B2B clients. Securing SaaS subscription renewal is critical to the survival and prosperity of this business as attrition can have a significant impact on the financial viability of SaaS businesses based on this model. Focusing on the B2B client and the SaaS industry dependency on renewal subscriptions delivered through the CC channel, the primary research presented in this book seeks to examine the key drivers behind the B2B SaaS subscription renewal decision and, in doing so, to explore the recurring revenue framework for the Cloud SaaS business. 

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