MetraTech on Tuesday released the report, “Monetization that Fits the Business: The Limitations of Subscription Billing,” published in conjunction with research and advisory firm Saugatuck Technology. The report examines the past decade’s evolution of monetization strategies driven by the adoption of cloud solutions, and recommends a continued growth beyond subscriptions to yield maximum profits and differentiation. Enterprise customers are demanding bills that are better aligned with their actual consumption. Furthermore, they want the services they consume to be personalized and not simply multiple features bundled by the service provider to justify a single flat subscription price. Billing done right is a strategic business enabler that supports service personalization and stickiness; billing done wrong is a business inhibitor that leads to service commoditization.