Zuora Subscribed 2016: From Products to Subscribers
This IDC Flash includes a recap of key insights and announcements from Zuora's sixth Subscribed customer event, held April 12–13 in San Francisco. In past years, much time was dedicated to educating the audience on the merits of subscription models. Now that "everyone is doing subscription," the event has become a valuable forum for sharing subscription best practices. In detail:The theme of the event was "turning customers into subscribers." Sessions, content, and speakers were focused on strategies for building ongoing, mutually beneficial relationships and deeper customer connections. Zuora CEO Tien Tzou said during his keynote that "pricing and packaging is the number 1 strategic weapon for achieving growth." It is no surprise then that, once again, the most popular sessions at the event included those on pricing and packaging. Key topics of discussion included usage- and outcomes-based models and the impact of dynamics, such as growth of connected devices, on the rise of subscription business models. For many Zuora customers, the subscription business model is a core component of their organization's competitive advantage into the next decade. Customers showcased included Schneider Electric, Okta, Crunchyroll, GoPro, and The Seattle Times.