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Sydney Subscribed 2016: Keynote

Zuora CMO, David Gee, kicks off Subscribed 2016 in Sydney with a powerful keynote addressing the global impact the Subscription Economy is making on businesses, consumers, and technology. He shares the stage with Michael Addison, Group Manager at Energy Australia, and Danny Gravell, CIO at Sensis.

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WELCOME TO SUBSCRIBED
SYDNEY
David Gee
Chief Marketing Officer, Zuora
WE NOW LIVE IN A
SUBSCRIPTION ECONOMY
#shifthappens
YOU SEE IT IN THE
HEADLINES
Unilever Buys Dollar Shave Club
European giant to pay $1 billion for startup in challenge to
P&G
A GLOBAL PHENOMENON
80%
Of customers are
demanding new
consumption models
– The Economist 2014
50%
Of people in France
are moving away from
traditional ownership
- Institut Français
D’opinion Publique
(IFOP)
80%
Of German
companies have
dealt with the issue
of subscription
business models.
- IDG Research
Services
$420B
Spent on
subscriptions in the
US in 2015; up from
$215B in 2000.
- Credit Suisse
Ad

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Sydney Subscribed 2016: Keynote

  • 2. David Gee Chief Marketing Officer, Zuora
  • 3. WE NOW LIVE IN A SUBSCRIPTION ECONOMY #shifthappens
  • 4. YOU SEE IT IN THE HEADLINES
  • 5. Unilever Buys Dollar Shave Club European giant to pay $1 billion for startup in challenge to P&G
  • 6. A GLOBAL PHENOMENON 80% Of customers are demanding new consumption models – The Economist 2014 50% Of people in France are moving away from traditional ownership - Institut Français D’opinion Publique (IFOP) 80% Of German companies have dealt with the issue of subscription business models. - IDG Research Services $420B Spent on subscriptions in the US in 2015; up from $215B in 2000. - Credit Suisse
  • 8. THE BEST COMPANIES HAVE REINVENTED THEMSELVES—AWAY FROM PRODUCTS #nogutsnoglory
  • 9. IN THE LAST 15 YEARS, 52% OF THE FORTUNE 500 COMPANIES HAVE DISAPPEARED Average life expectancy 15 years 20151955 Average life expectancy 75 years vs.
  • 10. Who survived the mass extinction?
  • 11. GENERAL ELECTRIC From light bulbs to digital services “The digital company. That is also an industrial company”
  • 12. IBM From punch card tabulators to cognitive data services Bob Dylan + IBM Watson
  • 13. AMAZON, GOOGLE, APPLE, FACEBOOK, SALESFORCE The relationship-makers
  • 14. UBER, NETFLIX, BOX, AIRBNB The new disruptors
  • 15. WHAT IS THE COMMON THREAD?
  • 16. OUTCOMES Not Ownership CUSTOMIZATION Not Generalization CONSTANT IMPROVEMENT Not Planned Obsolescence THE WAY PEOPLE BUY HAS CHANGED FOR GOOD We have new expectations
  • 17. WE WANT THE SUBSCRIPTION EXPERIENCE Ongoing Value On-demand Fulfillment Personalized Service Anywhere, Real-time Memorable Experiences
  • 18. A NEW ERA WITH A NEW IMPERATIVE Turn Customers Into Subscribers #allaboutrelationships
  • 19. A NEW WAY OF THINKING customer product channels vs. service channels experience subscriber
  • 20. Product Growth Finance ROLES ARE TRANSFORMING IT Leadership
  • 21. THE NEW VP PRODUCT From one-time products to continuous innovation #alwaysinbeta
  • 23. SUBSCRIBER IDENTITY Demographic data Behavioral data Financial data #dataisgold Name Email Twitter TRADITIONAL RECORD Phone Company Facebook SUBSCRIBER IDENTITY RECORD Purchases Products Local Pricing Promotions Adjustments Customer Moments Usage metrics Add-Ons Payment history Refund history Lifetime Value Renewal Value Aging balance New world: Old world:
  • 24. • Know your subscribers • Innovate constantly • Deliver experiences The New Product Imperative
  • 25. Mike Addison Group Manager, The Embedded Networks Company
  • 26. A Changing Landscape Social change driving shift in housing demands • Urban Living • Aging population Technology disrupting energy industry • Energy efficiency • Solar & Storage • Electric vehicles • Digital meters & data Regulatory changes challenging the norm
  • 27. The Embedded Networks Company • Working with developers, builders and property managers to deliver energy services to the customers in multi-tenanted buildings • Evolving Business Model disrupts the status quo • Customers “subscribe” to a range of energy products & services that we manage • Approach: Launch => Learn => Evolve
  • 28. Why Zuora? • SaaS based platform – rapid delivery, digital customer experience, agile scaling – cost effective (ROI & TCO) • “Best in Class” subscription principles and processes • Feature rich capabilities and strong roadmap (i.e.: reporting engine) • Alignment to compliance needs (e.g.: ISO 2700x, PCI-DSS & Australian Privacy Policy
  • 29. THE NEW VP GROWTH From selling things to monetizing outcomes #morevalue
  • 30. GROW RELATIONSHIPS NOT TRANSACTIONS Growth in the old world 1. Selling more units 2. Lowering per-unit cost 3. Increasing prices Growth in the new world 1. Acquiring more customers 2. Lowering churn 3. Increasing value per customer
  • 31. 1. Acquire customers for a new service 2. Expand into a new geography 3. Move into a new segment 4. Launch new pricing model 5. Cross-sell or upsell new offerings 6. Reduce churn 7. Grow your sales team 8. Acquire or spin-off business 8 STRATEGIES FOR GROWTH
  • 32. PRICING & PACKAGING IS YOUR STRATEGIC WEAPON #getgrowing
  • 33. • Build relationships • Tie pricing to value • Monetize anything The New Growth Imperative
  • 34. THE NEW CFO From cost-accountant to business-model architect #financeissexy
  • 35. Old World: COGS R&D G&A Sales & Marketing New World: CAC LTV ARR ARPU
  • 36. A NEW INCOME STATEMENT Recurring Revenue Churn Recurring Profit Margin Growth Efficiency Annual Recurring Revenue $100 Churn (10) Net ARR 90 COGS (20) G&A (10) R&D (20) Recurring Profit 40 Recurring Profit Margin 40% S&M (40) New ARR 40 Ending ARR $130
  • 37. • Own the model • Guide the business • Customer-centric metrics The New Finance Imperative
  • 38. THE NEW CIO From rigid standards to enabling agility #ERPisdead
  • 39. “FROM SYSTEMS OF RECORD TO SYSTEMS OF INNOVATION” - Gartner
  • 40. • Deliver agility • Unlock innovation— flexibility, speed The New IT Imperative
  • 42. Sensis #1 Marketing Services Company in Australia
  • 44. After
  • 45. THE NEW CEO Break down the silos, build a subscription culture #oneteamonedream
  • 46. Marketin g Product Sales Finance IT Ops A product THIS IS HOW YOU OPERATE TODAY ? ?
  • 47. Mktg FinanceSales IT Product Ops THE NEW RULE FOR CULTURE Wrap your org around your subscribers
  • 48. Product Growth Finance THE PROBLEM STATEMENTS IT Leadership Fragmented view of subscribers Systems can’t support your pricing and packaging Outdated view of your business Disparate systems with rigid architectures No single view of your subscription business
  • 49. THAT’S WHY WE BUILT ZUORA A unified platform for the subscription economy Platform Integration Scalability Reliability Security Compliance Extensibility Pricing & Packaging Billing AnalyticsPayments Revenue Subscriber Manageme nt Quoting Pricing Bundling Entitlements Rating Taxation Billing Collections Dashboards Sub. Identity, Report Builder Segmentation Triggers Credits Adjustments Online Payments Offline Payments GL Integration Revenue Recognition Accounting Close Roll-Up Cross-sells Upsells Renewals 360 Sync Configuration Guided Selling Rules Engine
  • 50. BUILD YOUR ENTIRE BUSINESS UNDER ONE ROOF AND AROUND YOUR SUBSCRIBERS
  • 51. WHAT DOES IT LOOK LIKE WHEN YOU’RE DOING IT RIGHT? #subscriptionbliss
  • 53. THE FUTURE IS BRIGHT Transformation is the opportunity
  • 54. WE HAVE RESOURCES TO HELP www.zuora.com/academy
  • 55. TURN YOUR CUSTOMERS INTO SUBSCRIBERS

Editor's Notes

  1. WELCOME TO OUR THIRD SUBSCRIBED SYDNEY I’m so excited to be here today with all of you in Sydney to talk about the future of business. This is our biggest event here ever. So what is the one major thing that brought us all to this room today?...
  2. David enters from downstage, energetic.
  3. WE NOW LIVE IN A SUBSCRIPTION ECONOMY This is what we’ve been talking about for the past 8 years… the arrival of the subscription economy A better way of doing business… At the heart of the Subscription Economy is the idea that customers are happier subscribing to outcomes they want, when they want them, rather than purchasing a product with the burden of ownership Those of you in SaaS, you got this from the beginning – but now everyone else is moving this way too
  4. YOU SEE IT IN THE HEADLINES… Not a week passes without someone sending me news about a new subscription service Forbes, NYT, Fortune, Mad Money Announcements form huge brands: Spotify, PlayStation, Adidas, even completely new airlines like SurfAir.
  5. Plus, Dollar Shave Club acquired by Unilever for $1B. Dollar Shave Club (which isn’t profitable) has signed up 3.2 million members for its mail-order service that ships out disposable razors and other grooming products for a flat monthly fee.
  6. THIS IS A GLOBAL PHENOMENON The Subscription Economy is not something that is limited to a few regions, we see this change happening around the world Studies have been done – by the Economist, by independent research groups across the globe In this last year we’ve been asked to hold our Subscribed events in London, Paris, Tokyo, Stockholm, Tel Aviv, and San Francisco, and now our first third one in Australia
  7. 4/5 people in the UK have a subscription service 76% of younger consumers (16-24) have subscriptions and place significant important on the convenience of not having to regularly buy products and having instant access to what they need And while millennials are helping drive widespread adoption of subscription services, data shows that more mature audiences rely on the automatic and recurring delivery of products and services in their daily lives. This is a global phenomenon that is only getting started. In fact…
  8. THE BEST COMPANIES HAVE REINVENTED THEMSELVES AWAY FROM PRODUCTS Completely rethinking their value proposition Adopting new business models Building new kinds of relationships Just take a look at the fortune 500…
  9. IN THE LAST 15 YEARS, 52% THE FORTUNE 500 COMPANIES HAVE DISAPPEAREED Since 2000, 52 percent of the names on the Fortune 500 list are gone, either as a result of mergers, acquisitions or bankruptcies 50 years ago the life expectancy of a Fortune 500 firm was around 75 years. -- Now it’s less than 15 years and declining all the time
  10. But what is interesting to look at is: WHO SURVIVED THIS MASS EXTINCTION? Let’s look at the companies that are still around, and thriving…
  11. GENERAL ELECTRIC (GE) GE started out by making and selling light bulbs in the days of Thomas Edison. But today GE has transformed into a diverse conglomerate with 300,000 employees that generates most of their revenue from services, not products. “The digital company. That is also an industrial company” But in commercials during the Oscar’s, GE ran commercials with the tagline “The digital company. That is also an industrial company.” (People are starting to realize that GE is an exciting digital company solving the world’s problems – now everyone wants to work there. Employees keep getting ‘ambushed’ by friends for jobs) This message show’s the value GE is placing on digital – this adaptation and focus is what allowed them to survive and remain on the F500 list
  12. IBM IBM was #61 in 1955 and #24 on the 2015 Fortune 500 list. IBM originally sold commercial scales and punch card tabulators and they now sell IT services. IBM has completely transformed from a product manufacturer to a business services giant. IBM is now working on Watson – a technology platform that uses natural language processing and machine learning to reveal insights from large amounts of unstructured data. They are now in the business of cognitive services – a pretty exciting departure from where they started Talk about HP. They’ve gone from A to B. Why are they facing these strategic headwinds?
  13. AMAZON, GOOGLE, APPLE, FACEBOOK, SALESFORCE These guys are the relationship-makers These are some of the top brands on the Fortune 500 list, all whom were not yet thought of 75 years ago These brands rose to the risen to the top so quickly multi blillion dollar comapnies by focusing on defining relationships Think about it: You have an ID or a personal profile that you use in all your ongoing interactions with these brands: Apple, Amazon, Gmail/Google+, Facebook, Salesforce Chatter, etc. They know your purchase history, your account usage, your preferences, your friends, - they can provide personalized recommendations and a tailored experience based on this knowledge THAT is what sets them apart from the Wal-mart’s of the world. And look at what’s happening to their business: Google earnings: 21% year-over-year increase in revenue. $4.88 billion in net income on $21.5 billion in revenue during the second quarter of 2016. Facebook earnings: Total revenue grew by 59% year-over-year to $6.4 billion, and advertising revenue was up 63% to $6.2 billion. $2.05 billion in net income during the second quarter of 2016. Amazon earnings: $857 million in the second quarter on $30.4 billion in revenue; Amazon web services revenue was up to $2.57 billion — ahead of the $2.53 billion that analysts were expecting. That’s up from $1.57 billion in the same quarter a year ago, a jump of about 64%.
  14. UBER, NETFLIX, AIRBNB, BOX Then you have companies like Uber, Netflix, Spotify, Box --- the new disruptors with a new value proposition These companies came in and took everyone by storm – they invented completely new markets, new services, new business models, new technology platforms. Leaving many established companies trying to play catch-up As consumers we love these brand, we love these services, we love the value they provide us. Value that goes way beyond what a single product could ever give My guess is that it won’t t be long before they are topping the F500 list
  15. WHAT IS THE COMMON THREAD? Whether you are GE, Amazon or Uber --- all these companies are succeeding because they recognized that customers in the digital world are different. Delivering services; customer value They realized: You can’t get comfortable in your established business You have to deliver value to your customers beyond a singular product The “one-size fits all” approach isn’t going to cut it anymore All these companies understand that….
  16. THE WAY PEOPLE BUY HAS CHANGED FOR GOOD The world is changing because customers have changed in this digital age. You and I, we, have new expectations as consumers 1. Outcomes, not ownership. 2. Customization not generalization. 3. Constant improvement, not planned obsolescence. We want a new way to engage with businesses... The subscription market in Australia is booming Entertainment: Spotify, Foxtel, Stan, Presto, and Netflix Automotive: GoGet Food: Harvest Box and Hello Fresh Beauty: Bellabox Technology: Atlassian and design tool Canva
  17. WE WANT THE SUBSCRIOPTION EXPERIENCE We want to subscribe to services because subscription services meet our demands and deliver our desired outcomes better than a singular product On going value On-demand Fulfillment Anywhere, real time Memorable experiences that are consistent across all channels and interactions Personalized offers tailored for our unique needs We may be the last generation who needs a car and/or learns to drive
  18. The Subscription Economy is: A NEW ERA – WITH A NEW IMPERATIVE FOR ALL COMPANIES : TURN YOUR CUSTOMERS INTO SUBSCRIBERS building long term subsriber relationships is the only thing that can set you apaprt to day. This is your key to success This is what we’re here to talk about today
  19. HAVING SUBSCRIBERS MEANS A NEW WAY OF THINKING It’s no longer about a product-first mindset or single transactions - That was the old world In the new world it’s about starting with the subscriber first – and developing multi-channel experiences to meet them wherever they are
  20. This new way of thinking effects every single department, every single person in your company It’s creating a new set of roles and is transforming roles and reinventing careers Whether you are in: Product, Sales, Marketing, Finance, IT, etc. THE CHALLENGE IS: old, legacy systems weren’t built for this new world, this new mindset, these new roles…
  21. THE NEW VP PRODUCT From one-time products to continuous innovation A CPO used to design individual products, but is now focused on delivering outcomes and on-going value through designing service-based experiences. To design products that people truly love, today's CPO has to have a deep understanding of individual customer needs and expectations Subscribers = ongoing relationship ; constant opportunities to interact with them, every interaction is a chance to know them better interaction
  22. HELLOFRESH Healthy meal delivery service Chef-created, easy to prepare recipes. Meals are interesting yet simple. Fresh food for a balanced and varied diet. Subscribers = ongoing relationship ; constant opportunities to interact with them, every interaction is a chance to know them better interaction. That understanding comes from building a relationship and leveraging the data they are collecting…
  23. IT STARTS WITH YOUR SUBSCRIBER IDENTITY Traditional record vs Subscriber identity record Demographic data + Behaviorial data Financial Data all combined Your data is gold
  24. THE NEW PRODUCT IMPERATIVE Know your subscribers Innovate constantly Deliver experiences To give you more insight into how this is playing out in Australia, it is my pleasure to introduce Mike Addison, Group Manager at Energy Australia
  25. Mike enters from downstage, energetic.
  26. THE NEW VP GROWTH From selling things to monetizing outcomes Growth has changed. It’s not about units and margins.
  27. FOCUSED ON GROWING RELATIONSHIPS NOT TRANSACTIONS Growth in the OLD WORLD Selling more units Lowering per-unit cost Increasing prices Growth in the NEW WORLD Acquiring more customers Lowering churn Increasing value per customer
  28. 8 STRATEGIES FOR GROWTH – after talking to hundreds/thousands of subscription companies CHANCES ARE YOU ARE THINKING ABOUT: One or more of these things: Acquire customers for a new service Expand into a new geography Move into a new segment Launch new pricing model Cross-sell or upsell new offerings Reduce churn Grow your sales team Acquire or spin-off business
  29. THIS MEANS PRICING & PACKAGING IS YOUR STRATEGIC WEAPON This goes way beyond CPQ This is about usage based, experimentations, you need to test and iterate It’s about flexibility and agility Gives you the ability to price by cohort You can identify your highest and lowest value customers
  30. THE NEW GROWTH IMPERATIVE Digital transformation Build relationships Monetize anything
  31. THE NEW CFO: From cost-accountant to business model architect Finance is a changing. Moving from reporting to guiding and predicting and leveraging new analytics
  32. NEW CFO NEEDS A NEW INCOME STATEMENT Recurring revenue Churn Recurring Profit Margin Growth Efficiency
  33. THE NEW FINANCE IMPERATIVE Own the model—adopt subscription financials – New metrics – 3 that matter MRR, ACV, Growth Efficiency Index
  34. The NEW CIO From rigid standards to enabling agility Monolithic ERP To be a contrarian, we can make the case today that ERP is dead. That’s Oracle + Netsuite. New world: systems that support growth and flexibility And relationships not transactions
  35. Gartner: FROM SYSTEMSO OF RECORD TO SYSTEMS OF INNOVATION Not the rearview mirror vs. looking out the front of the car OR history channel vs discovery channel
  36. THE NEW RULE FOR IT Deliver agility to your business – Unlocking innovation flexibility, speed. Key is new ecosystem is centered around subscriber To tell us more about how this is taking place in Australia today, I’ve invited Danny Gravell, CIO of Sensis to join me today. He has extensive experience as an IT leader having worked across the telecommunications, media and advertising, and financial services sectors. He joined Sensis in June 2011, and was appointed CIO in 2012 and leads the Product and IT teams at Sensis. Please join me in welcoming—Danny Gravell.
  37. Danny enters from downstage, energetic.
  38. The final role that is transforming is the CEO Break down the silos, build a subscription culture You are leading the charge of turning customers into subscribers - a whole new vision for your company and you need to help everyone get on board
  39. THIS IS HOW YOU OPERATE TODAY Siloed departments Marketing Product Sales Finance IT Operations
  40. THE NEW RULE FOR CULTURE Subscribers are now at the center of your business Wrap your entire org around them
  41. This new way of thinking effects every single department, every single person in your company It’s creating a new set of roles and is transforming roles and reinventing careers Whether you are in: Product, Sales, Marketing, Finance, IT, etc. THE CHALLENGE IS: old, legacy systems weren’t built for this new world, this new mindset, these new roles…
  42. THIS IS WHY WE BUILT ZUORA A unified platform for the Subscription Economy A system specifically designed to needs of modern subscriber-centric and service-based companies Zuora helps companies: Keep customers consistently engaged in long-term relationships, Experiment with new business models Achieve their growth goals Build a subscription culture Set the foundation for a better, healthier, more predictable business
  43. BRING YOUR ENTIRE BUSINESS UNDER ONE ROOF AND AROUND YOUR SUBSCRIBERS A single view of your subscribers. A modern cash ecosystem. Price and bill for anything All your revenue in one place Tee Up Tom’s Session This afternoon, Tom, our SVP of Product will show you how Zuora helps you turn your customers into subscribers Through a live demonstration, you’ll get to see exactly what it looks like when every department in your organization focuses on the customer relationship These are the outcomes you’ll want to optimize your subscription business
  44. WHAT DOES IT LOOK LIKE ACROSS AUSTRALIA, NEW ZEALAND, AND SOUTHEAST ASIA WHEN YOU’RE DOING IT RIGHT?
  45. THE FUTURE IS BRIGHT Transformation is the opportunity
  46. In addition, we have an amazing wealth of information on line at the Subscribed Academy Top Assets: 9 Keys to Building a Successful Subscription Business Defining a Winning Subscription Price Model Guide to Innovative Subscription Pricing Strategies
  47. TURN YOUR CUSTOMERS INTO SUBSCRIBERS
  48. Thank you!