Innovative Marketing Strategies for Blockchain-Based Software (on the Example of Konfidio UG): Master’s thesis / Andrei Safronau; Faculty of Economics; Department of International Management; Scientific supervisor Serge Velesco

Abstract

The purpose of the thesis is to analyze the sphere of contract lifecycle management solutions, marketing strategies for Software-as-a-Service solutions and provide recommendations to apply those to blockchain-based software from Konfidio UG. The object of the is the market research of the CLM solutions and SaaS marketing strategies. The subject of the thesis is company Konfidio UG based in Germany. The relevance of the study: the results obtained in the thesis can be used in practice to provide Konfidio UG with relevant information and recommendations to improve its marketing strategies. Businesses are becoming more digitalised. In order to be competitive companies need to be adaptive to constantly changing market conditions. Notably, the exploit of modern technologies could bring competitive advantages and market leadership. Marketing strategies are continually evolving and are being updated to the current market state. Digitalisation creates a low-entry barrier to start a business; however, competition for customer acquisition is getting more intense. In recent years, economies are becoming more digitalised. Blockchain is one of the latest trends in development. Traditional on-premise software is getting replaced by Software-as-a-Service cloud-based models. Blockchain-based software starting to accelerate and use cases are developed worldwide. Moreover, marketing is getting more digitalised well. It creates a necessity to follow the modern marketing practices. Blockchain-based solutions have a vast potential to grow into multi-billion companies disrupting particular industries. Corporate blockchain is typically developed in-stealth mode to achieve competitive advantage in a long-run. The following years will create a merge of blockchain evangelists and traditional business.