Billing as a Source of Product Innovation
Innovation without monetization is, well, stupid.
This is a discussion of the subscription billing lifecycle. As companies implement subscriptions, they naturally move toward offers and product mixes that are increasingly personalized, interactive and dynamic. The goal is to use subscriptions to drive longer-term relationships around highly valued products and business models that maximize customer lifetime value. In order to achieve this goal the subscription will likely start simple but must evolve and mature over time.
Chris Couch is COO of Transverse, LLC, makers of TRACTBILLING.com