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Winning Subscription Business Models in Today’s Market   

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Building Trust and Driving Conversions using Freemium Subscription Models 

The subscription industry is popular for its jargon-heavy specialized and industry-specific concepts that can overwhelm both new entrants as well as experts in the field. However, understanding the subtilities of these terms can easily help one to navigate into this dynamic industry with confidence.  

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Multicurrency Approach 

Are you a SaaS business looking to go global and increase your customer base? If so, adopting the multi-currency approach is a critical step toward scaling your business to new frontiers and geographies. This approach ensures that customer transactions are much easier, transparent and very convenient. For subscription businesses, recurring payments are a major source of revenue. It allows customers to make payment in their local or preferred currency. This can easily increase customer satisfaction, improve loyalty, and reduce churn. 

It is also observed that customers tend to stay loyal with businesses that allows them to make payments in their familiar and domestic currencies. On the flipside, the lack of the multicurrency option, often leads to lost customers and missed opportunities.

This technique makes it convenient as well as important in expanding the reach of your business to international markets. This blog explains why the multi-currency approach is important for SaaS businesses and how it enables them to reach out to global customers.

Multicurrency support is all about enabling customers from across the globe to be billed and to make payments in their own domestic or preferred currency, ensuring that they have a smooth experience. This kind of approach has a great positive influence on the business’ sales and transactions. In this approach, businesses need not have to expect customers to make payments in the standard, global currencies like USD or EUROS. Instead, they can offer customers the option to pay in their own local currencies. 

Multicurrency and its Impact on Revenue Growth

Recurring revenue is a critical driver of growth for SaaS businesses as it provides predictable and consistent revenue over time. To maintain and expand these revenue streams, it is important to focus on customer convenience. And one way to ensure this is by giving the customers the choice to make transactions in their preferred currencies. 

Below are some of the most important reasons on why multicurrency support is relevant to SaaS subscription businesses’ billing and payment processes.

Advantages of Multicurrency Approach

1. Seamless Transactions in the Customer’s Preferred Currency

A successful SaaS business is largely about keeping merchants and their customers happy and satisfied. One way to get to this, is by allowing them to experience a smooth and transparent payment process. The multicurrency support in SaaS businesses can enable this experience by allowing them to view prices, subscribe, and make all transactions in their very own local currency. This way, all concerns related to currency conversions are eliminated, making the payment process smooth, transparent and hassle-free. 

With the multicurrency approach, cart abandonment rates can be minimized as the payment experience of merchants and customers are more transparent and straightforward. This approach allows the merchants and customers to see and pay in their own preferred currency. Consequently, it removes all the uncertainties and confusions of currency conversions and fluctuating exchange rates that may arise when it comes to using a single foreign default currency. It gives customers a clear understanding of how much they need to pay, thereby boosting their confidence and encouraging them to complete the transaction. This way, the SaaS businesses will experience stark reduction in cart abandonment rates.

3. Eliminating Extra Charges from Currency Conversions

Unexpected charges in currency conversion might be frustrating to both merchants and their customers. Without the support of the multicurrency feature, they may experience high conversion rates leading to dissatisfaction and eventually a loss of trust. In such cases, both merchants and their customers may view the SaaS business as less transparent or unreliable.  The presence of multicurrency support can easily alleviate these concerns and boost their confidence.

Think of multi-currency and the probable thought that can pop in your mind is the global reach it enables. Implementing this approach means that your SaaS business is no more limited to a specific demography alone. It is now global and anyone from anywhere can purchase your product or service using their local currency. It simplifies transactions by removing the complexities involved in currency conversions and ultimately boosting sales and transaction success rates. This is the power of the multi-currency approach and it will help to scale SaaS businesses effortlessly.

By operating in multiple currencies, SaaS businesses can reduce the risks associated with fluctuations in currency exchange rates. This risk (inflation or market volatility) is typically more pronounced while relying on just a single default currency for transactions. It can be reduced by spreading the adverse impact of exchange rate changes across multiple currencies. This way, a dip in the value of one currency is easily balanced by stable or appreciating revenues from other currencies. Thus, the multicurrency approach protects the SaaS businesses from the negative impacts of unfavourable currency fluctuations. 

6. Localized pricing for a better customer experience

This is a strategy where prices are tailored based on the economic conditions of each region. It includes factors like purchasing power, competition and market conditions. Here, customers from different regions get to purchase the product or service in their local currency. This is likely to result in slight variations in the prices charged across the different regions. It is more like a custom-fit solution rather than a one-size-fits-all approach where prices are aligned with local demands. This way, SaaS businesses can attract more merchants and customers while maintaining the profitability in each market.

This is all about making transactions effortless and transparent by allowing merchants and their customers to use their local currency to complete their transactions. This way, they are free from all the complexities involved in currency conversion rates making the checkout process very smooth. It also opens the merchant’s business to customers and transactions from across the globe. Many payment gateways (e.g., Stripe, PayPal, etc.) support multicurrency billing allowing merchants and customers to process their payments seamlessly. Thus, this makes it a win-win solution for both merchants and customers. 

Challenges of Implementing a Multi-Currency Approach

Although multi-currency approach in subscription businesses is considered novel and advanced, it does come along with a whole range of challenges. Implementing this approach by overriding these complexities can lead to transactions that are totally simple, seamless and transparent. Let’s explore a few of the hidden hurdles that deter SaaS businesses from adopting this approach. However, by having the right strategies in place, these challenges can be easily turned into cornerstones for future development. Without further ado, let’s check out the challenges. 

This is all about the change in the value of one currency in relation to the other. This may happen due to various regional and economic factors. In SaaS businesses, this can affect revenue consistency when converting the payments received in the foreign currency to the base currency of the company. Additionally, these exchange rate fluctuations can make the business look either more affordable or more expensive to the customer depending on the exchange rates at the time of transaction. These fluctuations can make it challenging for the business to maintain a stable revenue and profitability for the business.  

2. Technical Complexities in Implementation

Implementing the multicurrency functionality might look good and appealing on the client-side but it is a enormous challenge for the business offering providing this feature. It is much more than just simply displaying the available currencies and allowing clients to do transactions in the specific currency. It is more about having a robust back-end system that can handle all the financial, technical and regulatory complexities involved. Once the businesses have implemented the systems that can address these technical complexities, they can move forward confidently and focus on growth. Having a robust system in place for handling multicurrency is definitely a significant achievement for any SaaS business. 

3. Higher Transaction Fees for Cross-Border Payments

Here again, while the client gains the convenience of paying in the local currency, the business ends up paying the additional transaction costs incurred in these scenarios. Therefore, we can infer that this approach is not ideal for businesses, which must shoulder high transaction costs  to keep their customers loyal and satisfied. While clients enjoy the convenience of paying in their local currency, businesses bear the consequences of the transaction fees, including fees such as currency conversion charges, cross-border fees, and foreign bank charges.

4. Compliance with Local Tax Laws and Regulations

Supporting local currencies in each region involves navigating intricate regional tax regulations. This requires compliance with their local tax laws and regulations which adds further complexity to implementing the multicurrency functionality. Each country or region imposes different tax rates such as VAT, GST and Sales tax. The subscription business must report the tax collected to the relevant authorities. This further complicates the multicurrency process implementation. Regular audits along with automated tax compliance solutions, can help identify and resolve discrepancies, ensuring compliance with local tax laws. 

The multicurrency approach is key for SaaS businesses looking to grow exponentially across continents and geographies. However, it is not easy to set it up or even maintaining it. Implementing it in a SaaS business is highly complex and requires expertise. It requires in-depth understanding of the front-end and backend processes when payments are made in the customers' local currency. It also requires a clear understanding of the tax laws of each region and how it affects the multicurrency approach of saas businesses. Although it seems like a simple and straightforward concept, it is a functionality that requires meticulous planning to be implemented successfully. Although the multicurrency functionality offers clients a smooth payment and billing process, it has its own set of drawbacks. However, addressing these challenges can result in a SaaS business meeting global standards.

 if you are looking for a SaaS subscription management platform that can provide you with seamless multicurrency support. 

Bookings vs Billings vs Revenue .jpg

Although it is not easy to cover all the terms associated with this industry, we’ve chosen three foundational concepts that are particularly essential for anyone working with subscriptions. These are Bookings, Billings and Revenue. A clear grasp of these terms can enhance your financial insights, improve decision-making and strengthen your subscription strategy. A lack of clarity on these concepts can lead to poor financial forecasting and confusions.  

In case you are looking to gain deeper insights into these terms, this blog is for you! Whether you're a newcomer or a seasoned professional, we will help you differentiate each of these concepts and provide valuable knowledge. 

Bookings vs. Billings vs. Revenue.jpg

Bookings are forward-looking SaaS metrics that represents the total value of signed contracts over a given period. Bookings offer a snapshot of the future potential revenue in a subscription business. However, they are not considered as the actual revenue and can be considered so only after the services are delivered and paid for. They are recorded as soon as the contract is signed.  

Bookings can be new contracts or even renewals. Some of these contracts may include multiple products or services. In such situations, the booking amount will be the sum-total of all these services. Even though bookings cannot be considered as the actual revenue figure, it is relevant as it can give approximate insights into the future growth of the business. 

Financial bookings help companies to plan for growth by providing insights into future cash flow. They reflect how well the company is growing in customer acquisition and building future business opportunities. It is also noted that as the bookings increase so will the revenue of the company. It is a sign that there is a huge demand for the company’s products in the market.  

It is therefore a forecast of the expected revenue based on the signed contract values. It gives a sneak peek into an estimated revenue that the business is likely to generate.  

Let’s further explain bookings with a situation: 

Booking happens when the subscription business signs a contract with a client for a said period of time, say a year. Let’s say that this contract is for a total amount of $12,000. In such a case this total amount of $12,000 is considered as the booking amount. It is based on a signed agreement and represents potential future revenue. It becomes the actual revenue only once the services are delivered and paid for, typically in instalments over the billing period.   

Billings refer to the total amount that clients are invoiced for the goods or services that they have subscribed to. These will be issued against the respective billing period which could be monthly, quarterly, annually or any other duration depending on the terms of the subscription. Billings provide a view of the anticipated cash flow by reflecting what has been invoiced, even if payment may still be pending. 

Through billings, businesses can track their revenue potential; however, unpaid invoices indicate that billings alone do not guarantee cash flow. As a key SaaS metrics, billings give insights into accounts receivable and projected income that funds the businesses’ daily operations and growth. Billing levels also indicate overall business health and represents what the customers owe but maybe awaiting payment. It therefore represents potential income.  

Let’s explain billing with the same example: 

Once $12,000 is signed as the total booking value for the billing term, the company will start generating billings by issuing invoices as per the agreed billing schedule. In case of a monthly billing, the company will issue an invoice of $1,000 per month to the client and in case of a quarterly billing, the issued invoice would be for $3,000. The client is required to pay this billing amount thus contributing to the company’s cashflow. However, unlike bookings, which is more likely a commitment or total contract value, billings translate to actual revenue over time as invoices are paid, which supports daily operations and growth. 

This is the money earned once the products and services are delivered to the customer. The revenue reflects the financial performance and profitability of the business. It includes both recurring revenue as well as one-time-charges.  

While billings represent the actual cash flow expected from invoiced amounts, revenue is only recognized in financial reports once the services have been delivered according to the agreement. In a subscription setup, revenue recognition often aligns with the billing cycle, but it depends on the delivery of service and the accounting method. As per GAAP rules, revenue is recognised only when it is earned. 

For example, in the monthly billing cycle, each $1,000 payment (post-payment) is recognized as revenue for that month as services are provided. 

The subscription industry is one that is enriched with unique terminology and specialized concepts that adds to its depth and precision. These jargons can be confusing to those who lack in-depth knowledge of this industry. A solid grasp of this vocabulary can quickly elevate newcomers to the status of experts in this field. It can further enhance the strategic and operational decision-making capacity of the experts.  

Booking, billing and revenue are three such terms that have specific meanings and implications within the subscription economy. These terms may not be immediately clear to those who are unfamiliar with the industry. In the above blog, we have discussed how these terms differ from each other and the identity that each of them holds. Understanding these distinctions is essential for effective subscription management, as they directly impact financial booking, customer relations, and business strategy. This blog can enlighten you about what these terms means and how it relates when it comes to subscription management. 

 is a leading subscription management software that offers powerful tools for businesses to manage subscriptions easily, efficiently, and seamlessly. Through a clear, structured approach, we manage key components like bookings, billings, and revenue to help you gain control over your financial operations and future growth. Visit us to learn more about how Saaslogic Billing can streamline and support your subscription services. 

Quantity and Usage Pricing

Have you ever felt stuck in managing subscriptions for your business? Well, here is where you need to underline the term 

. In the digital era, pricing models have no longer stayed as mere trends but have become a vital part of the subscription journey of businesses. The proper usage of these models has paved the way for better revenue predictions. However, selecting the right pricing model is crucial. There are two main pricing models: quantity-based pricing and usage-based pricing. Both models might seem the same but are very much distinct. As a SaaS business, you should know when to use one model or the other.

The underlying blog is an in-depth exploration into defining these models, knowing their contrasts, and how to pick the right model for your business.

The Quantity-Based Pricing model is a strategic pricing tool that determines the price according to the quantity of the purchase made. In this model, a single unit price might change according to the total number of units that are being purchased by the consumer. This, in turn, means that with the rise in the number of purchased units, the cost per unit will be lower.

This model is rewarding for both merchants and customers, encouraging larger purchases. Major industries, including manufacturing, software licensing, and retail, use the model as their go-to strategy in subscription management. The model benefits in achieving long-term customer relationships while meeting bigger sales opportunities.

The Usage-Based Pricing model tracks the actual usage, and based on this, the customer is charged. This kind of pricing model offers more scalability and flexibility to businesses because cost is directly aligned with customer usage. Here, the need for fixed pricing is removed and your customers can scale their use accordingly.

Usage-based pricing models are usually opted by businesses falling into sectors with seasonal or unpredictable demand.   Many businesses give priority to measurable outcomes rather than flat rates, and the model fits well into these requirements. For instance, internet service providers, mobile companies, and cloud services cannot   base their businesses on one-time sales and purchases. 

ISPS and mobile service providers charge based on usage by providing data caps or tiered plans whereby the customer is charged extra if they surpass their limits. Mobile carriers often give a pay-as-you-go choice for calls, texts, and data where users are charged as per how far they stretch into the usage.

How Quantity-Based and Usage-Based Pricing Models Differ?

The difference between these two pricing models should be carefully understood. Here are some key contrasts to look at:

Different pricing models

1. Pricing Transparency and Communication

In quantity-based pricing, customer interaction mostly includes buying predefined units or packages. In this model, the customers are quite aware of what they have purchased for a fixed price and period, thereby making billing and other communications less complex. Well, the usage-based pricing models demand rather more dynamic communication between merchants and their customers because the cost incurred can vary with actual usage. This business model requires businesses to maintain transparency and provide explicit reports to help in building continued relationships with customers.

The quantity-based pricing model is well-suited when the products/services can easily be segmented into units, like software licenses or physical goods. This model is very effective in a predictable, low-variance environment. The usage-based pricing model is sensible, though, when demand is very volatile for customers. Internet/cloud computing, telecommunications, and utilities are some of the examples. Flexibility is the very essence of this model because it simply means that companies would only bill based on actual usage, better matched with fluctuating needs.

Having the price tagged on quantity, customers will purchase based on their perceptions of value. This helps them pick packages that best fit their usage predictions. However, the process can sometimes lead to under or over-utilization of units. Conversely, usage-based pricing encourages the use of quantities more efficiently as the customers pay just for their consumption. This model can influence customer behavior, allowing customers to monitor their consumption more closely and make value-driven decisions. 

Both quantity-based and usage-based billing models are useful in their own ways.

The former is useful when businesses are required to balance their need to keep costs predictable while still scaling based on demand for their products and services. Quantity-based pricing is an excellent means of incentivizing subscribers to order more since they'll receive a discount on a per-item basis.

, pricing models that use metrics such as number of users or transaction volumes rarely have the kind of flexibility customers require to manage usage spikes.”

Usage-based billing is yet another great way for companies to charge only for what subscribers use. Perhaps it's the most straightforward way companies can directly link revenue to cost and therefore predict profits. You will also be better placed to upsell subscribers into the higher plans if you provide your subscribers with more clarity into how they're using it.

Bringing Flexibility by Integrating These Pricing Models

Both quantity-based pricing and usage-based billing have their merits, and using both together unlocks a lot of flexibility for your business. There are two ways you can use these billing models at the same time.

The first way is charging subscribers a definite amount at the beginning of a billing cycle and then adjusting those charges based on actual usage. This offers predictability with added flexibility.

The second type is a hybrid subscription model with a fixed monthly fee and one-time charges for extra services. It ensures stable revenue and provides customers with the chance to only make one-time payments for services they require.

Regardless of your choice, the best approach will be combining quantity-based billing and usage-based billing into one system.

Saaslogic Billing eases the subscription process for businesses with 

, and invoice management. This allows organizations to charge fees from consumers either at inception or later and charge only for what was consumed or combine fixed costs with ad-hoc charges. With features like revenue reporting, account reconciliation, and custom billing processes, Saaslogic Billing helps simplify complex billing processes. As a result, businesses can focus more on growth while maintaining customer satisfaction. Being one of the best subscription management software, Saaslogic Billing experts can help you effortlessly overcome your subscription challenges.

The right selection of the pricing strategy becomes critical for effective revenue management. This article has covered some key differences between quantity-based and usage-based pricing, which would help you understand what strategy fits your business requirements. Having these options under your belt, you can now decide on those pieces of action that draw out profitability and customer satisfaction.

To streamline billing processes and gain flexibility in pricing, you can make use of dependable subscription management software like 

Subscriber Data Management

Data and subscription business are inseparable and deeply intertwined. It is this data that forms the foundation on which these businesses achieve growth and success. Without effective data management, growth of these subscription businesses is usually stunted. Hence, the power of data in the subscription world should never be underestimated. Proper data management not only improves the nature of the subscription business but also enhances the experiences of the subscribers. Therefore, every subscription management software must invest wisely in nurturing the subscription data such that it generates meaningful results. 

Moving on, let’s understand how we can define subscriber data management.  

As the name suggests, subscriber data management is all about effectively handling and strategically using subscriber data such that it improves the overall experience of the business.  It helps in making and taking decisions such that the subscriber’s behaviour and preferences are taken into account so as to provide them personalized offers.  

Managing the data involves compartmentalizing or segmenting them in such a way that common preferences are identified and personalized offers are made to each group. There’s a lot to know and understand about subscriber data management, apart from its ability to merely draw insights for decision-making purposes.  

Let’s discuss few of the techniques used for managing subscriber data here:  

Subscription Data

Data Governance: Keeping Subscriber Data Safe and Compliant  

Data governance is a key practice in subscription management that involves the proper and timely collection, storage, and utilization of subscriber data. It involves subscriber data management from the time of sign-up to the time when this data is no longer required. This can happen either due to cancellation of the subscription or other related reasons. Apart from this, data governance ensures that the subscription management software comply with all legal regulations - such as 

. This confirms that the subscriber data stays safe and secure even while being transparent on its use. 

Effective data governance in subscription management includes setting up safeguards like establishing access controls, using encryption and preventing security breaches. Thus, good data governance is all about building trust with the subscribers through transparent data management policies.  

A good subscriber data governance policy ensures sound protection to subscriber data such that it is well-utilized without having to cut the corners.    

Data Security in Subscription Management                                                                                                   

Data security in subscriber data management is all about protecting and safeguarding subscriber information. This involves protecting all transaction details from breaches, unauthorized access, and other forms of meddling. This is achieved through techniques like encryption to protect data, access control to limit who can view and/or alter data, and regular audits to identify vulnerabilities. 

Additionally, procedures like data masking can hide sensitive information in non-production environments, like testing.  

This way, by implementing strong data security measures, subscriber data is protected, customer confidence experiences a spike and businesses stay legally compliant.  

For a subscription management software to work without flaws, all the collected data, especially that of the subscribers should be accurate, complete, and consistent.   

This kind of high standards in data quality ensures that billing accuracy is maintained, customer communication is clear, and all services are personalized. Several issues can arise in case of errors in the subscriber data. This includes errors in billing, miscommunication, poor customer experience, which can all eventually lead to churn. 

Thus, to maintain the quality of subscriber data, several processes like regular validation, cleansing, and monitoring should be implemented. These efforts contribute to overall business intelligence. It also ensures that subscriber information is accurate, reliable, and ready for decision-making.  

This is considered the blueprint or framework that defines how data is manged throughout the entire lifecycle of the subscriber. It includes everything from the point of subscriber data collection, storage, integration to finally its consumption within the subscription management software. 

A good data architecture in a subscription management software can be defined as one that ensures secure and efficient flow of data from the initial sign-up stage to billing, usage tracking and eventually to cancellation or data deletion. It should include key components like data storage, data pipelines and third-party integrations that can handle payments, analytics and customer engagement.  

Again, a good data architecture is one that is synonymous to highly organized data that is easily accessible, legally compliant and helps businesses scale. It should also have the ability to handle large volumes of data effectively.  

Being able to maintain data backups and recovery plans is another characteristic of a solid data architecture. This can easily take care of any sudden or unexpected system failures. Putting all the above together can help in the formulation of a well-structured data architecture. This can easily help enhance the decision-making process and give subscribers personalized experiences.   

Getting all the information of the subscribers from a single, centralized location is far more helpful than you can ever comprehend. Data integration is this process whereby all subscriber information that is available in different locations in the subscription management software is brought together to get a unified view of the subscriber. 

This kind of data integration is crucial for maintaining accurate and comprehensive subscriber profiles. These subscriber data are usually sourced from CRM systems, payment gateways, marketing platforms and other third-party services. By integrating subscriber data, businesses get to understand their subscribers better, which includes their preferences and behaviours too. 

A key benefit of data integration is enhanced personalization in marketing efforts, enabling businesses to make smart data-driven decisions. An effective and efficient data integration eliminates issues like data silos, redundancy, and inconsistent information usage. In short, data integration results in improved analytics, personalized marketing, enhanced customer experiences and streamlined operations. 

Data Modelling in subscriber data management is all about creating an organized structure of how the subscriber data is conceptualized, stored, and related. It shows businesses the various types of subscriber data collected, such as contact details, preferences, and interaction histories, and how these pieces of information are linked together.  

Depending on the model used (relational, NoSQL, etc.), it can define how different types of data relate, such as one-to-one, one-to-many, or many-to-many relationships.  

Such a data model will eventually facilitate easy and effective retrieval and analysis of data so that decision-making is no more a hassle. This will enable teams to quickly access and utilize subscriber information for targeted marketing and communication. It would further allow maintaining data integrity and consistency thus making it relatively easier to adapt the changes in business needs or subscriber behaviour in the coming future. 

Challenges to Subscriber Data Management 

All businesses, no matter how streamlined they are, will always face various challenges. The subscription businesses are also not immune to this. Handling data, especially that of the subscriber, is their biggest challenge. This challenge continues to grow along with the growth of the subscription management business. Therefore, subscription management software should be designed to effectively address these challenges. Or else, the resulting hurdles can hit them hard. Let’s explore some of the key challenges involved in managing this highly complex world of subscriber data.  

A subscription management software is one that has integrations or associations with many systems and platforms to serve subscribers well. This means that data is distributed all over these systems making it difficult to manage it from a single, central, unified point. Such issues easily leads to inefficiencies and inconsistencies in the way subscriber data is handled. With a complex architecture like this involved, it is difficult to gather insights for decision-making that can improve subscriber engagement and trust.   

Organizations that depend on legacy systems have subscriber data management systems that are tied to specific vendors. This makes it hard, costly and clumsy to combine data from different sources. Vendor lock-in often leads to high costs of maintenance as well as inability to integrate new technologies or solutions. This limits the flexibility of these software which can easily lead to fragmented data management practices. 

Complexity in subscriber data management is two sides of the same coin and one does not survive without the other. Managing architecture, integration, and analytics can be complex while handling SDM services, making it hard to fully leverage their services effectively. This complexity may eventually result in extensive onboarding, and training processes for staff and also frustration and confusion among employees as they struggle to use these tools. Consequently, these challenges hinder the overall effectiveness of data management efforts. 

Data privacy and security concerns will heavily impact subscribers' willingness to share information. If subscribers are not confident or comfortable about the way their data is being treated, they may limit or even stop their associations with the subscription management software. Additionally, regulatory compliance with laws such as GDPR or CCPA adds complexity to the management of data. This means that businesses should be transparent of the way data is used and ensure that data security is paramount. This can work towards building the trust of the subscribers.  

‘Subscriber data management’ might sound like an easy and casual term, but it has far more implications than can be easily comprehended. Putting to practice the techniques involved in managing subscriber data is tricky and complex. It requires good use of technology to get this to reality. Subscription management software should be empowered with the necessary features to help them make good use of the subscriber data. This can open the doors to unlimited potential which can in turn change the very destiny of the subscription business. 

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