Saas - Platforms in the Context of the Subscription Economy: Communication Characteristics and Functions

Student: Tukbaeva Evgeniya

Supervisor: Marina G. Shilina

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 9

Year of Graduation: 2016

The current paper is dedicated to the revision of an ongoing trend in economy which is shifting industries from a pay-per-product business model to a subscription model. This trend takes place both in offline and online businesses. There was chosen a very specific Russian SaaS industry to examine how this subscription Internet-based model works and why it is becoming popular among customers, mainly, in the business landscape. In the research a deep analyzes of the origins of this trend as well as real cases of implementing SaaS subscription business models will be provided to be resulted in a structured overview and framing particular strategies of attraction and retaining subscribers.

Full text (added May 12, 2016)

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