Given my location in New Zealand and all the earthquakes that have occurred here recently, I’m not sure if it’s in good taste for me to talk about “seismic shifts” in business, but that’s certainly how I would describe the enormous change in consumer behavior that’s been evolving over the last decade and which is still evolving rapidly at this time.
The Cloud and smart phones have influenced customers’ attitudes and expectations. Consumers now expect a more immediate service experience and they are more inclined to subscribe to services than in previous decades. I refer to this as transition to the “usage economy”.
The “usage economy” is that which is based on consumers paying to use a product or service. Rather than buying an asset, they are more inclined to just pay for the use of that asset. The amount they pay is usually based on how much they use the product or service. This is the fundamental business model of the Cloud, on-line services, IoT, utilities and many other business categories (both new and old). This is the “usage economy” and this is where fast business growth is happening.
An interesting development within the “usage economy” is the emergence of service re-sellers. These re-sellers are businesses that typically have existing customer bases, maybe they are I.T. service companies or support organizations, utility re-sellers or agencies. These service re-sellers have the opportunity to aggregate numerous complementary services within their offering, to become a one-stop service shop – in the same way bricks & mortar shops sell numerous products to a defined customer demographic. Combining services, gives them more sales traction, more opportunities for increasing their sales margin and differentiating themselves from their competitors.
My company, Datagate is in the business of Usage Billing for Re-Sellers. We provide a white-label, on-line billing and reporting portal that connects to usage information and generates bills and reports that can be accessed by the re-seller and their customers via on on-line, re-seller-branded portal. Today we provide this essential service to re-sellers of telephony, utilities and on-line Cloud services, but the growth of the wider “usage economy” is bringing in new opportunities for us to service an increasing range of usage-based businesses.