The types of revenue model and which to pursue: A literature-based assessment on an AI DJ startup ‘Awaves’

The concept of revenue models has existed for more than a decade now, with multiple definitions. In an effort to clarify what revenue models exist and which one a company should pursue this paper establishes a revenue model typology on which all complex revenue models are built. This is followed by a small-scale empirical investigation on the typology and applied to the case study ‘Awaves’ in order to theorize on what factors determine a good revenue model choice. These factors combined with the preferences from relevant stakeholders then resulted in the recommendation for Awaves to pursue a subscription model for both the B2B and B2C markets.