University of Twente Student Theses
Enhancing ACaaS Adoption : Refining Nedap Access AtWork’s Business Model for SME customers in the ACaaS Industry
Stevens, J. (2024) Enhancing ACaaS Adoption : Refining Nedap Access AtWork’s Business Model for SME customers in the ACaaS Industry.
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| Abstract: | This research explores necessary improvements to the business model of Nedap Access AtWork (AtWork), a cloud-native access control system from Nedap Security, to better attract and serve small and medium-sized enterprises (SMEs) within the Access Control as a Service (ACaaS) market. Although AtWork initially identified SMEs as early adopters of cloud-based access control solutions, gaining traction in this segment proved more difficult than anticipated due to the company's limited experience with ACaaS and the unique needs of SMEs. This challenge prompted a critical evaluation of the existing business model, leading to the key research question: "What improvements are required in AtWork’s business model to effectively serve and attract SME customers in the ACaaS market?" To answer this question, the Business Model Canvas (BMC) framework was adapted to the SaaS context, focusing on five key components: value proposition, channels, customer relationships, revenue streams and key partners. A qualitative research methodology was applied, using data from 13 semi-structured interviews with potential end-users from different industries in the Netherlands. The data was analysed using a deductive coding approach and several key areas for improvement were identified. These include improving the value proposition by emphasising advanced security features, seamless integration capabilities and the benefits of remote access. In addition, the study highlights the need to improve the user experience, adopt a proactive customer relationship management (CRM) strategy, prioritise web browser engagement as a key channel, and cultivate strong local and regional partnerships. The research also recommends the introduction of a flexible pricing model that includes tiered, user-based and feature-based pricing options. This study adds to the literature on SaaS adoption by identifying 'remote access' as a new critical factor for SMEs, providing insights into effective pricing strategies, and highlighting the importance of local partnerships for successful SaaS adoption. Ultimately, the findings suggest that for AtWork to successfully penetrate the SME market, it must adopt a fundamentally new approach tailored to the specific needs and concerns of SMEs in the ACaaS landscape. |
| Item Type: | Essay (Master) |
| Clients: | Nedap |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/103661 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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