Intuit: How Not to Get Customers to Subscribe to SaaS

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In 2015, Intuit (NASDAQ: INTU) made a big push to get its customers to move from its QuickBooks desktop software to its cloud-based SaaS, QuickBooks Online (QBO). To encourage users to make the switch, QuickBooks raised its prices on the software, thinking a monthly subscription of $10 to $25 would be more attractive to customers than an upfront investment of a few hundred dollars. The plan backfired.

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