In this paper customer journey for B2B SaaS business models was analyzed to study customer experience, customer success and its key performance indicators. The research method is the case study of Supplier Relationship Management SaaS solution provider. In recent years, the research in customer journey management identified the tendency of acknowledge customer journey as a differentiator and a competitive advantage. Customer journey is a complex process that entails structured customer experience/success measurement system. There is no standard approach or method that provides standardized set of metrics to be applied for every journey. For SaaS solutions term “customer success” is relevant to customer experience with the solution and an indicator of customer loyalty. The purpose of the research is investigation of B2B SaaS business model and definition of key performance indicators of customer success. The case study aims to open a framework for discussion what is customer success in B2B SaaS solutions, when does it appear, and how a company influences and ensures customer success. / I den här rapporten analyserades kundresan för B2B SaaS affärsmodeller för att studerakundupplevelsen, "customer success" och dess viktigaste resultatindikatorer. Forskningsmetoden ärfallstudien för Supplier Relationship Management SaaS lösning.Under de senaste åren har forskningen inom kundresa identifierat tendensen att erkänna kundresansom en differentiering och en konkurrensfördel. Kundresan är en komplex process som innebär ettstrukturerat kundupplevelse- och framgångsmätningssystem. Det finns ingen standardmetod ellermetod som ger standardiserade uppsättningar av mätvärden som ska tillämpas för varje resa. För SaaSlösningen är termen "customer success" relevant för kundupplevelsen med lösningen som en indikator på kundlojalitet.Syftet med forskningen är att utreda B2B SaaS affärsmodell och definition av viktiga resultatindikatorer för "customer success". Fallstudien syftar till att öppna en ram för diskussion vad är "customer success" i B2B SaaS-lösningar, när det verkar och hur ett företag påverkar och säkerställer "customer success".

This thesis will describe SaaS (Software as a Service) business in a global environment. The prior focus will be to give suggestions of models and good examples of how to scale local business into global markets. The necessary theoretical framework on software product and scalability issues is given. Qualitative research is carried out to find out how the suggested models are adopted among selected ad serving companies. The results from three different companies were analyzed to find similarities and the extension of strategy described in theory.The main aim is to illustrate how scalability fits into each company’s business model rather thangain results for the whole industry.   Software industry is changing towards the SaaS business model. This paper describes the significant advantages over the traditional software distribution. SaaS can be easily accessible over the internet and provide more scalability for software vendors. Apart from cost efficiency SaaS gives flexibility in maintaining and updating the product. Most importantly it enables vendors to tap into the global customer base, as there is less dependency on local distribution.   Scalability has become a major factor for the success of software vendors. The stability of brand solutions is challenged by fast growing startup companies. Main theoretical framework of scalability criteria lies on the Stampfl, Prügl and Osterloh (2013) model. It suggests most important components of designing and implementing scalable businesses. General insight of market expansion strategies are based on Gupta and Govindarajan (2000) framework and adopted to software industry.   Qualitative research methods were chosen for this study. Interviews were carried out with three vendors representing advertising technology companies. They qualified the important scalability issues and studied the strategies of expansion. Qualitative study allowed focusing on essential information that lies among the responsibilities of company managers.   Research result shows the similar path of scaling among the three interviewed companies. Importance of experience among startup owners and the need of a first engaging customer are highlighted as crucial. Findings suggest vendors to invest in well-developed system fundamentals that do not limit the scalability on later stages. Results prove that majority of development is coming from existing client requests. They are treated with highest priority due to the nature of business to business relations. Nevertheless, categorization of clients is needed, to decide if developments should be entered in product roadmap. The strategy of “launch vehicle” was confirmed by one of the vendor which has several products on its portfolio. Global expansion is described in the theory and was discussed on interviews. SaaS companies express great strive towards scaling their business internationally. Presence on global software markets like US is treated as the only chance for winning competitors in a long run. They never stop looking for growth and exploring new possibilities that would help them getting there.

This thesis will describe SaaS (Software as a Service) business in a global environment. The prior focus will be to give suggestions of models and good examples of how to scale local business into global markets. The necessary theoretical framework on software product and scalability issues is given. Qualitative research is carried out to find out how the suggested models are adopted among selected ad serving companies. The results from three different companies were analyzed to find similarities and the extension of strategy described in theory.The main aim is to illustrate how scalability fits into each company’s business model rather than gain results for the whole industry.   Software industry is changing towards the SaaS business model. This paper describes the significant advantages over the traditional software distribution. SaaS can be easily accessible over the internet and provide more scalability for software vendors. Apart from cost efficiency SaaS gives flexibility in maintaining and updating the product. Most importantly it enables vendors to tap into the global customer base, as there is less dependency on local distribution.   Scalability has become a major factor for the success of software vendors. The stability of brand solutions is challenged by fast growing startup companies. Main theoretical framework of scalability criteria lies on the Stampfl, Prügl and Osterloh (2013) model. It suggests most important components of designing and implementing scalable  businesses. General insight of market expansion strategies are based on Gupta and Govindarajan (2000) framework and adopted to software industry.   Qualitative research methods were chosen for this study. Interviews were carried out with three vendors representing advertising technology companies. They qualified the important scalability issues and studied the strategies of expansion. Qualitative study allowed focusing on essential information that lies among the responsibilities of company managers.   Research result shows the similar path of scaling among the three interviewed companies. Importance of experience among startup owners and the need of a first engaging customer are highlighted as crucial. Findings suggest vendors to invest in well-developed system fundamentals that do not limit the scalability on later stages. Results prove that majority of development is coming from existing client requests. They are treated with highest priority due to the nature of business to business relations. Nevertheless, categorization of clients is needed to decide if developments should be entered in product roadmap. The strategy of “launch vehicle” was confirmed by one of the vendor which has several products on its portfolio.   Global expansion is described in the theory and was discussed on interviews. SaaS companies express great strive towards scaling their business internationally. Presence on global software markets like US is treated as the only chance for winning competitors in a long run. They never stop looking for growth and exploring new possibilities that would help them getting there.

User onboarding är ett grundläggande element för SaaS-företag och onlinetjänster som vill öka sin kundkrets och att sedermera bibehålla den, då detta påvisar en plattforms värde på ett omedelbart sätt samt bevarar nya kunders engagemang. Syftet med denna studie var att undersöka vad user onboarding i form av en interaktiv produktguide har för påverkan på en SaaS-produkts användbarhet och learnability, med en förhoppning om att bidra till en ökning i dessa. I studien har användartester och enkäter använts för att undersöka eventuella skillnader innan respektive efter implementering av onboarding-aktiviteten. Resultatet pekar mot en oförändrad grad av användbarhet och learnability rent kvantitativt, samtidigt som en positiv inställning till produktguiden och en självupplevd känsla av ökad learnability även kan ses hos användarna ur ett kvalitativt perspektiv.

Software-as-a-service (SaaS) has been around since the mid 2000's and is a practical option in contrast to the on-premise IT solutions where SMEs need to invest on purchasing or building their own IT infrastructures which means install the software themself, design the applications and have a whole IT division employed by the company to keep up with everything. Regardless of whether SaaS applications have been around for some time, SMEs actually have a ton of inquiries on whether these applications are a suitable choice for them.  This research explores the factors that contribute to adoption of SaaS solutions in the Swedish SMEs. The factors are explored through the usage of technological, organisational, environmental framework that contribute towards adoption of SaaS in the Swedish small and medium sized companies. In order to answer the research question of this study and to understand the Swedish SMEs perspective, a qualitative study was conducted with a deductive approach. Six semi-structured in-depth interviews were conducted with respondents from six different SMEs who have already been in the process of adopting and have adopted SaaS.  This thesis resulted in finding a significant process contributing to adoption of SaaS from Swedish SMEs perspective. The process is found to have a specific pattern because of the effect of the factors involved.

Innovation of new technology and its adoption contributes not only increasing the businessvalues but as well facilities the business growth and agility to an organization. Cloudcomputing provides hiring, renting and provisioning exclusive use of IT services as ondemand,pay-per-use basis via Internet. This emergence technology has shifted the competitiveIT-landscapes by providing a new computational platform for effective, creativeand deliverable business value model. However, many small organizations are reluctantto deploy their IT platform to Cloud due to the diverse adoption barriers cloud suffers.Despite this the promising attributes CC offers such as of IT operational cost reduction,accessibility and instant deployment makes it a vital embarking point to adopt this technologyespecially small and medium base enterprises (SME). Since SMEs are exploringthe possibilities of adopting this technology, it is imperative for them to critically evaluatethe feasibility of this technology for their specific businesses. This paper aims to investigatecloud adoption factors which might pursue pertaining or embarking cloud integrationamong SME’s. An on line web based survey instrument using questionnaires was used toconduct the study. The conclusive findings of the study suggests that Cloud computinghas the potential to transform the existing business operation, increase the business valuesand agility, customer relationship also promote sustainable competitive business edgefor SMEs while reducing the IT capital expenditure investment cost. The findings willassist IT managers/Chief Technology and /or Information Officers(CTO/CIO) representsthe SMEs for considering a possible adoption approach to cloud services.

New capabilities required to succeed in the new Cloud environment represent a radical change for software companies, which have to transition from selling on-the-premises software products to providing subscription-based cloud services (aka Software-as-a-Service or SaaS). While emerging SaaS vendors have led the exponential growth of the market, the traditional software industry has been disrupted. The purpose of this dissertation is to analyze which capabilities are driving the performance of software firms in today’s cloud-computing environment by drawing upon the resource-based view (RBV) of the firm. What is the optimum spending across the primary firm capabilities (e.g., service delivery, R&D, marketing and sales) to maximize financial performance? This dissertation focuses on publicly-traded SaaS companies using publicly-available information from financial databases, corporate investor relations materials, and industry research. It is comprised of two essays. The first essay is a quantitative study based on secondary data. The second essay includes an extensive literature review, an analysis of in-depth interviews of practitioners, and mini case studies. Together, the essays contribute to RBV theory and provide useful insights to help assess the quality of execution of SaaS growth strategies and improve financial planning and performance in the software industry for the cloud computing environment. Although the results come from firms in the SaaS industry, the findings from this study could cautiously generalize to firms in other emerging technology industries. The dissertation concludes with a detailed agenda for future research. / Business Administration/Interdisciplinary

Background:Nordicfeel is an E-commerce company based in Vaxjo. Nordicfeel has recently approved theimplementation of a new checkout-system called “Ingrid”. The SaaS-application Ingrid is adelivery options module applied to a company’s checkout page. This module enablescompanies to customize available delivery options for the consumers based on rules andparameters associated with the consumer’s order, which the company presents. The objectivewith the implementation is to increase the net freight revenue without reducing the existingconversion rate.Purpose:The purpose of this study is to investigate how the implementation of Ingrid can increaseNordicfeel’s net freight revenue by improving the offering of delivery options. Furthermorethe purpose is to analyze whether the conversion rate of the customers is influenced by thenumber of available delivery options and by limitations in the delivery information. Finalobjective is to identify Nordicfeel’s balance between a high net freight revenue and and ahigh conversion rate between the consumers.Method:The study consists of a case study of Nordicfeel, grounded in both a qualitative andquantitative approach. The analysis method is based upon comparing expected patterns withexisting patterns. Existing patterns are gathered through interviews, focus groups and datacollection from Nordicfeel, to then analyze and identify an expected pattern.Results:The study confirms that limitations in delivery information and delivery options offered toconsumers will not significantly affect Nordicfeel’s conversion rate. By prioritizing profitabledelivery options and through small adjustments to freight prices and delivery times,Nordicfeel can increase their freight net revenue and maintain a stable conversion rate.Keywords: Checkout- System, Conversion rate, Delivery information, Delivery options,Freight Net, INGRID, Saas-Application

This study explores the impact of information architecture (IA) through choice architecture on conversion rates for Software as a Service (SaaS) company websites. This study is performed as a case study where the research underscores the necessity of a well-balanced IA that effectively aligns user needs, content, and context. Although achieving this balance is complex, the findings illustrate that a comprehensive understanding of the interplay between IA and conversions can enhance conversion rates. By examining the most visited and highest converting pages over the study period, the research identifies key differences and commonalities among these pages. It goes into the relationship between visual affordances within IA, choice architecture and conversions, offering insights into how design elements influence user behavior and conversion outcomes. The data suggests that an increase in visual affordances aimed at promoting conversions does not necessarily boost conversion rates. Additionally, while visit duration appears to have minimal impact on conversions, there is a clear visitor preference for certain types of conversions than others. Integrating insights from previous research with the study's findings, the proposed formula to gauge the impact of design and IA on conversions is. This formula indicates the extent to which visual affordances impact conversions through IA, enhancing our understanding of how design affects user behavior and conversion rates on SaaS company websites.

Modern business applications are getting increasingly distributed as multi-tenant software as a service (SaaS). This leads to new challenges in terms of quality assurance, because all customers are directly affected by software changes. The resulting problem is to proactively determinate evolutionary effects. Because SaaS applications are often realized in the sense of a software product line, this thesis examines ways of using feature models to face the mentioned problem. For this purpose, two approaches are analyzed: extended feature models with quality attributes annotated per feature and the analysis of structural aspects of feature models and corresponding concrete configurations. The presented attributed feature model approach measures the quality of concrete configurations to make configurations comparable according to specific quality goals. Criteria are elicited for when configurations can be compared to draw helpful conclusions. The structural approach focuses economic questions that are quality assurance related, such as identifying features that none of the tenants selected in their application configurations. Furthermore, three algorithms are presented that demonstrate the structural analysis approach to gather information relevant to quality assurance.