Industry Trends in Cloud Computing

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.

Felicity Kelliher is a Senior Lecturer in Management and Co-founder of the award winning RIKON group at Waterford Institute of Technology, 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.

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 seeksto 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.

Chapter 1: Introduction.- Chapter 2: Cloud Computing.- Chapter 3: Cloud Computing: The Emergence of the 5^th Utility.- Chapter 4: Revenue Models and Pricing Strategies in the B2B SaaS Market.- Chapter 5: Business-to-Business Client Relationships in the Cloud Computing Software as a Service Realm.- Chapter 6: Recurring Revenue Framework Through a Cloud Computing Channel.- Chapter 7: B2B Cloud Computing Software as a Service Revenue Model.- Chapter 8: Recurring Revenue Model in Practice.- Chapter 9: Conclusion and Next Steps.