All will be well if Monitise can follow Adobe's lead in switching to a subscription modelA September 24th blog post from BTIG Research’s Mark Palmer suggests that mobile payment firm Monitise Plc ( MONI) OTCMKTS:MONIF’s switch from a one-time license fee business model to a subscription-based model might eventually work out well based on Adobe Systems Incorporated ( ADBE)’s similar transition over the last couple of years. Monitise has lost over one-third of its market cap over the last week as investors are bailing out over concerns about competition and the fact that Visa Inc ( V) is “considering its options” in disposing of its 5.5% stake in the firm. Sign up for our free daily newsletter Statements from Monitise co-CEOs New co-CEO Elizabeth Buse is excited about the move to a subscription model. "If Monitise had not changed its business model, I would not be here," said new Buse, who came to Monitise Plc ( MONI) OTCMKTS:MONIF this summer after 16 years with Visa Inc ( V), where she was once considered a top CEO candidate. "I am here because I am so excited about the future and the ability that we have, uniquely, to capture that future." Co-CEO Alistair Lukies explained the switch in business models during a conference call in July, "the move to a subscription model is a well-trodden path … businesses who are relying on sort of the old infrastructure, buck-shifting business model are struggling." Do it like Adobe As Palmer points out in his blog, Buse's comment offers some useful some perspective at a time when many investors are worried whether the subscription model is gaining traction, reasonable concerns given the company reduced its revenue and EBITDA forecasts for fiscal 2014 and provided a lower-than-expected FY15 revenue growth projection of 25% due to the impact of the transition during its July earnings call.