Software Supporting a Service
The final software business model we look at is in complete contrast to the previous models where the business is about the output of the software, whether this is creation of the software itself or the outcomes it generates. The software supporting a service model intentionally relegates the software system to a supporting role that forms no part of the description of the service being sold. This is not to say that the software becomes irrelevant in this model; it's about the software being a mechanism to allow the delivery of service features.
This model is more often used for departments within larger organizations, especially where there's a reliance on in-house developed resources for supporting its operations. A successful mainstream example of this model in use is Uber; an Internet based taxi service whose operation is dependent on the use of their phone app to provide customers with software features to request rides. These software features are used...
