The panel discussion focused on the strategies and challenges of pivoting business models from perpetual licensing to subscriptions. Representatives from Malwarebytes and Autodesk discussed how they transitioned their pricing, impacted customer acquisition and retention, changed financial reporting, and required new systems to support the subscription model. Key learning's included addressing customer pushback to new pricing and mitigating churn during the transition.

1. Reigniting Your Growth Engine
with a Pivot to Subscriptions

2. Moderator: Kristin Hagan
Technology Partnerships
@kristinhagan
Rebecca Kline
COO, Malwarebytes
Brian Cloughley
Head of Business Operations, Autodesk
Speakers

3. Agenda
Introductions
Malwarebytes
Autodesk
A shift to subscriptions
Q&A

4. Rebecca Kline, COO
• Rebecca Kline is COO of Malwarebytes, a
computer security firm founded in 2008.
• Current focuses include customer lifecycle
management and building the requisite
infrastructure and business platforms for
scaling.
• She previously served as CMO and
implemented a product marketing strategy,
including the full rollout of the subscription
model.

5. Brian Cloughley, Head of Business
• Director of Operations for Autodesk BIM 360
• Current focus is on acquiring and retaining
subscribers for BIM 360 and insuring tools,
processes, and systems are in place to
support these new models.
• Previously, Brian has held multiple positions
within sales operations and enablement
driving out programs to increase sales
capacity globally

6. Corporate Overview
Industry-leading Anti-malware And Internet Security Software
 Malwarebytes officially incorporated in 2008; Rooted in malware forums and community collaboration.
 195 employees located globally, with 65% focused on research and development.
 Headquartered in San Jose, CA. International offices located in Cork, Ireland and Tallin, Estonia.
 Launched Malwarebytes Anti-Malware as a Freemium Consumer offering in 2008; Entered business market 2012
 Acquired Zero Vulnerability Labs in 2013; Launched Malwarebytes Anti-Exploit in 2014.
 $30 million growth funding invested by Highland Capital Partners in 2014.

7. Malwarebytes business products provide the strong anti-malware detection and remediation your business
needs to survive in today's threatscape. Unique and powerful, Malwarebytes business products deliver the
layered defense experts recommend.
Malwarebytes was founded by a
group of individuals who pledged
to make a difference. Still to this
day, we are dedicated to the
creation of a malware-free
existence.
1.9B+ Real-time malware protection events
250M+ Unique endpoints cleaned of malware in 2014
300M+ Unique downloads
Individual threats successfully removed5B+
Corporate Overview

8. Corporate Overview
Autodesk started more than 30 years ago,
with 16 employees and one software title.
Today more than 100 million designers, engineers,
architects, creative artists, students, and hobbyists
use Autodesk software and apps to unlock their
creativity, build better products, and address
important challenges impacting the world.

9. Corporate Overview
Looking toward the future
Supported by a firm financial foundation, thousands of
software developers, and $500 million in annual R&D
investments, Autodesk continues to develop innovative
software and solutions, including:
 Autodesk® 360 cloud-based framework
 Autodesk suites and services
 Integrated tools and streamlined workflows

10. Corporate Overview
What we do: data-driven design
Based on data-driven design
technology from Autodesk, processes
have emerged that enable our
customers to design in more efficient,
more sustainable ways:
 Digital Prototyping
 Building Information Modeling (BIM)
 Digital Entertainment Creation (DEC)
 Design visualization

11. Panel Questions
1. What was the overall strategy in your Pivot
to Subscriptions?
e.g. acquisition, hardware to SaaS,
perpetual to subscription, etc.

12. Subscription
$24.95/year for 3x devices
The Pivot to Subscriptions
Free
The Subscription Economy takes the changes wrought by the SaaS
model and applies them to companies in every industy.
Perpetual
$24.95/device

13. The Pivot to Subscriptions
The Subscription Economy takes the changes wrought by the SaaS
model and applies them to companies in every industy.
2009
First web-based
CAD Acquisition
Six Acquisitions
in the online
applications
space
Acquired
TinkerCAD –
entry level rapid
prototyping
3 Additional web-
based acquisitions
BIM 360
Subscription
Services
2011 2013 2014 2015+

14. Panel Questions
1. What was the overall strategy (acquisition, hardware to SaaS, perpetual to subscription, etc.)?
2. PRICING: Why did you decide to change pricing? What were your perpetual pricing models?
What were the new models?
3. CUSTOMER ACQUISITION: Did the change to subscriptions have an impact (short/long-term) on
your customer acquisition?
4. RETENTION & UPSELLS: Did existing customers push back on the new pricing? How did you
mitigate churn?
5. REPORTING: How did the change to subscriptions impact your financials?
6. CHALLENGES: What were some learning's from the pivot?
7. SYSTEMS: Did you require any additional platforms/technology?

15. Panel Questions
2. PRICING
Why did you decide to change pricing?
What were your perpetual pricing
models?
What are the new models?
Have all of your prices moved to
Subscriptions?

16. Panel Questions
3. CUSTOMER ACQUISITION:
Did the change to subscriptions have an
impact on your customer acquisition?
Short or long-term impact?

17. Panel Questions
4. RETENTION & UPSELLS:
Did existing customers push back on
the new pricing?
How did you mitigate churn?

18. Panel Questions
5. REPORTING:
How did the change to subscriptions
impact your financials?

19. Panel Questions
6. CHALLENGES:
What were some learning's from the
pivot?
Were you able to learn anything from
others who did this?

20. Panel Questions
7. SYSTEMS:
Did you require any additional
platforms/technology?