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The subscription economy has grown rapidly, but there is a growing imbalance between providers’ profits and customers’ outcomes, particularly within the software-as-a-service (SaaS) industry. Companies like Meta, Netflix, Microsoft, Oracle, SAP, and Salesforce have all announced price hikes for their products or services. The author suggests that software providers should pass along the benefits of the cloud and subscription licensing to customers to improve the health and sustainability of the subscription economy. They also recommend broadening customer trials and offering more flexibility and choice to attract new business.

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