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Following the initial adoption phase, vendors are now concerned with the continued usage of their software. To analyze the influence of different measures to improve continued usage over time, a longitudinal study approach using data from a SaaS vendor was implemented. Employing a linear mixed model, the study finds several measures to have a positive effect on a software\u2019s usage penetration. In addition to these activation measures performed by the SaaS vendor, software as well as client characteristics were also examined, but did not display significant estimates. The findings emphasize the need for proactive activation initiatives to raise usage penetration. 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