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The company is addressing an age-old problem in enterprise technology: the multitude of siloed systems and data sources that don’t communicate with one another in a fluid way.
And instead of merely defending a static business model, ServiceNow is pushing into other markets, such as the massive customer relationship management and cybersecurity arenas.
The company’s revenue model is modernizing, too. It was traditionally reliant on “seats,” as the software industry refers to the number of individuals covered by a customer’s license. That strategy is at risk, as AI reduces the need for the growth of employee head count in many areas. ServiceNow has shifted to a hybrid model in which customers pay for usage of its platform as well as seats.
In the hybrid system, customers buy an allotment of usage tokens, as the basic unit of AI computing is known. As long as the platform delivers more value autonomously managing assets, securing devices and resolving employee or customer questions or needs, companies will purchase more tokens, he said.
That hybrid strategy has started to pay off, according to McDermott. During our conversation, he disclosed for the first time that 50% of ServiceNow’s new business revenue now comes from a nonseat based pricing model, including tokens and other areas such as infrastructure, assets and connectors.
Goldman Sachs software analyst Gabriela Borges sees organic growth expectations being revised higher through the year. Her 12-month price target for the company is $216.
“Like any good software company, it is focusing on adoption before monetization,” Borges told me. “They included between a year and two years' worth of consumption tokens for AI projects in some of their bundle pricing. Those packages are going to start getting burnt through, such that customers are now going to come back to ServiceNow and say, ‘Hey, we proved the value of this particular product. We are now ready to pay for it,’” she said.
Enterprises are demanding alternatives to the traditional seat-based model. And it may not stop with a hybrid model, either. “Customers will be demanding a change from the current models for sure. I do think that revenue models will be challenged,” said Kathy Kay, executive vice president and chief information officer of Principal Financial Group. “Whether it will be hybrid…or something altogether different like outcome-based [pricing] will be interesting to see.”
How is AI reshaping the employ software? Let us know.
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