Revenue Recognition
 
Revenue is recognized when delivery of the promised goods or services is transferred to its customers, in an amount that reflects the consideration that the Company expects to be entitled to in exchange for those goods or services.
 
We determine revenue recognition through the following five steps:
 
 
Identify the contract with the customer;
 
 
Identify the performance obligations in the contract;
 
 
Determine the transaction price;
 
 
Allocate the transaction price to the performance obligations in the contract; and
 
 
Recognize revenue when, or as, the performance obligations are satisfied.
 
Certain Software as a Service (“SaaS”) invoices are prepared on an annual basis. Any funds received for services not provided yet are held in deferred revenue and are recorded as revenue when earned. Subscription revenue is recognized on a ratable basis over the contractual subscription term of the arrangement beginning on the date that our service is made available to the customer. Payments received in advance of services being rendered are recorded as deferred revenue. Any funds received for services not provided yet are held in deferred revenue and are recorded as revenue when earned. We generate substantially all our revenue from subscription services, which are comprised of subscription fees from customer accounts on the Ally Platform.
 
The following table presents our revenues disaggregated by type of good or service and sales channel:
 
  
Year ended December 31,
 
  
2018
  
2017
 
Subscription revenue and support – Direct $4,315,168  $2,543,947 
Subscription revenue and support – Indirect (Strategic partners)  1,345,259   195,492 
Total revenues $5,660,427  $2,739,439 
 
There were significant changes in contract liabilities balances during the year ended December 31, 2018. The table below summarizes the activity within the deferred revenue accounts, during the year ended December 31, 2018:
 
 
 
 
December 31,
 
 
Cash
 
 
Revenue
 
 
December 31,
 
 
 
2017
 
 
received
 
 
recognized
 
 
2018
 
Deferred revenue
 
$
1,233,754
 
 
$
5,969,417
 
 
$
4,174,384
 
 
$
3,028,787
 
 
As of December 31, 2018, $
2,626,712
was classified as short term and is expected to be recognized over the next twelve months. The remaining $
402,075
is long-term deferred revenue to be recognized thereafter.
 
At December 31, 2018, the Company had one customer representing 22% of the outstanding accounts receivable. At December 31, 2017, the Company had five customers representing 18%, 14%, 14%, 13% and 10% (an aggregate of approximately 69%) of the outstanding accounts receivable.
 
The Company had one major customer including their affiliates which generated approximately
11.8
% of its revenue in the year ended
December 31, 2018
.
 
The Company had two major customers including their affiliates which generated approximately
28.4
% (
18.0
% and
10.4
%) of its revenue in the year ended
December 31, 2017
.
 
Effective
January 1, 2018
, the Company adopted ASU 
2014
-
09
, Revenue from Contracts with Customers (Topic
606)
, which supersedes the revenue recognition requirements in Topic
605
, Revenue Recognition, and most industry-specific revenue recognition guidance throughout the Industry Topics of the Accounting Standards Codification. The updated guidance states that an entity should recognize revenue to depict the transfer of promised goods or services to customers in an amount that reflects the consideration to which the entity expects to be entitled in exchange for those goods or services. The guidance also provides for additional disclosures with respect to revenues and cash flows arising from contracts with customers. The Company adopted the standard using the modified retrospective approach effective January 
1
,
2018
.
 
The Company applied Topic 606 using the following practical expedients:
 
 
The measurement of the transaction price excludes all taxes assessed by a governmental authority that are both imposed on and concurrent with a specific revenue-producing transaction and collected by the Company from a customer;
 
The new revenue guidance has been applied to portfolios of contracts with similar characteristics;
 
The modified retrospective approach has been applied only to contracts that are not completed contracts at the date of initial adoption;
 
The value of unsatisfied performance obligations for contracts with an original expected length of one year or less has not been disclosed; and
 
the costs of obtaining contracts with customers are expensed when the amortization period would have been one year or less.
 
The most significant impact of the standard relates to capitalizing costs to acquire contracts, which have historically been expensed as incurred. As of December 31, 2017, the Company’s sales commission plans have included multiple payments, including initial payments in the period a customer contract is obtained and deferred payments over the life of the contract as future payments are collected from the customers. Under the standard, only the initial payment is subject to capitalization as the deferred payments require a substantive performance condition of the employee. These initial commission payments are now capitalized in the period a customer contract is obtained and payment is received; and will be amortized consistent with the transfer of the goods or services to the customer over the expected period of benefit. The expected period of benefit is the contract term, except when the commission payment is expected to provide economic benefit to the Company for a period longer than the contract term, such as for new customer or incremental sales where renewals are expected, and renewal commissions are not commensurate with initial commissions. Such commissions are amortized over the greater of contract term or technological obsolescence period when the underlying contracted products are technology-based, such as for the SaaS-based platforms, or the expected customer relationship period when the underlying contracted products are not technology-based, such as for patient experience survey products. Upon adoption of Topic 606, the Company reclassified $80,153 from equity previously expensed commissions to deferred costs effective January 1, 2018. See Note 6 below for a summary of activity in the deferred costs account during the year ended December 31, 2018.
 
Effects of adoption of ASU 2014-09 are as follows:
 
 
 
At January 1, 2018:
 
 
 
 
 
 
Prior to adoption of

ASU 2014-09
 
 
Subsequent to

adoption of ASU

2014-09
 
 
Change
 
Accumulated deficit
 
$
(39,425,900
)
 
$
(39,345,747
)
 
$
(80,153
)
Deferred commission costs
 
$
-
 
 
$
80,153
 
 
$
80,153
 

About Revenue Disclosures

Revenue disclosures under ASC 606 explain how a company identifies performance obligations, allocates transaction prices, and determines when revenue is recognized. This section is essential for understanding whether reported revenue reflects genuine economic activity or aggressive accounting choices. Analysts examine the mix of point-in-time versus over-time recognition, which directly affects revenue timing and comparability.

Key signals: rising contract liabilities (deferred revenue) suggest strong future revenue visibility, while declining contract assets may indicate slowing project milestones. Watch for variable consideration estimates — rebates, returns, and performance bonuses that require management judgment. Significant changes in disaggregated revenue by geography or product line can reveal shifting business mix before it appears in headline numbers. Compare revenue growth against contract liability growth to assess sustainability, and scrutinize any changes in the timing of recognition that coincide with earnings pressure.