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//Tuesday d. 21.09.21

Norway is a subscription leader in the making

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SUBSCRIPTION POV #13

By Morten Suhr Hansen

The past few weeks, I’ve been working from our Norwegian office in Oslo. We started the Norwegian office of Subscrybe back in 2018 and since then, the office has grown and now consists of four strong consultants who work closely with the Danish consultants to help larger Scandinavian businesses to succeed in the subscription movement.

During the corona crisis, our collaboration was limited in a virtual space. Therefore, the reopening of both Denmark and Norway has been a perfect opportunity for me to place myself in Norway for a longer period of time and work closely with my Norwegian colleagues on exciting projects. At the same time, it has given me the opportunity to come closer to Norway, as a subscription nation.

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//Monday d. 19.07.21

Where can you find the perfect mobility solution?

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SUBSCRIPTION POV #11

By Morten Suhr Hansen

At the time of writing this, I’m sitting in the backseat of a car going through the Austrian alps, on my way to our vacation spot in Tuscany. A couple of years ago, there would have been no reason to start an article with a triviality like this. But right now, Europe is opening after 15 months of lockdown, due to a pandemic. There are lots of cars on the road again and this was also the case in Denmark, in the days before our vacation. After a lengthy lockdown and a lot of working from home, we have regained our mobility. Once again, we are moving across cities and regions, when going to work or private appointments.

This is a good reason to focus on the many mobility solutions that tie together our work life and vacations. Also, in this aspect of life, we as consumers choose to relieve ourselves of ownership and instead, choose pay-as-you-go or subscription-based transportation solutions.

Continue reading Where can you find the perfect mobility solution?

//Monday d. 23.03.20

Subscription Pricing Is One of The Most Important Decisions You’ll Have to Make

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Written by Morten Suhr Hansen

We see it again and again. Every time we work with launching new subscription concepts with our customers, one of the key questions is: What should the subscription cost? This occurs both with startups launching a subscription for the first time and with established companies that are about to launch a new subscription product.

But it is quite a different story when it comes to established subscription companies that already have one or more subscription products in the market – at least if you believe the US-based company Zuora that provides software for subscription companies. Zuora has investigated how much time established subscription companies spend on pricing and pricing policy. And the answer is quite surprising: The vast majority of companies spend less than 10 hours a year evaluating and developing their pricing and pricing models.

Continue reading Subscription Pricing Is One of The Most Important Decisions You’ll Have to Make

//Tuesday d. 11.06.19

Global consumer giant brands are betting on subscription services

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Written by Morten Suhr Hansen

According to news agency Reuters, three of the world’s largest consumer and food companies, Unilever, Procter & Gamble, and Nestlé, are increasingly developing new, innovative and customer-oriented subscription solutions. Reuters list a number of the latest initiatives from the three giants.

The Swiss food company, Nestlé, has already launched their subscription business in several countries around the world, where customers subscribe to Nespresso capsules. For instance, in England, private households receive their coffee capsules on a regular basis.

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//Tuesday d. 8.01.19

Behind the great success of New York Times

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Written by Morten Suhr Hansen

New York Times will soon be reaching 3 million digital subscribers. Perhaps the company has already reached this milestone because at the end of the 3rdquarter of 2018, the newspaper announced that they it reached 2.9 million subscribers. In recent years, New York Times has reported growth quarter by quarter, year after year. As such, it is one of the greatest success stories of the newspaper industry in regard to digital transformation. So, let’s take a look behind the company’s great success and dig deeper into some of the reasons why it has succeeded. 

New York Times’ digital transformation was initiated back in 2011 when the newspaper launched its first paywall on nytimes.com and, thus, began selling digital subscriptions.

Continue reading Behind the great success of New York Times
//Monday d. 13.08.18

Millennials are driving the Subscription Economy

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Written by Benedicte Lykke Larsen

The young generations, also known as Millennials, have a fundamentally different consumer behaviour than previous generations. Consequently, more and more companies must think in new, innovative solutions – and business models – in order to attract these consumers’ attention. One example is their attitude towards material goods, which they prefer renting instead of owning (from ownership to usership), which has not only created new opportunities but also challenges for many companies. In addition, sustainability, convenience and RoT (return on time) are essential to the busy, young consumers.

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//Wednesday d. 6.06.18

Can you recommend a good restaurant in Barcelona?

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Written by Morten Suhr Hansen

I have recently added yet another subscription to the collection: A new, smart digital service that gives me new meal plans and grocery lists every week by using information about my family’s size and preferences. Then we don’t have to invent the wheel when planning supper, which is ideal for a busy family with children like ours.

I had never heard about this subscription service before, so how did I end up buying it? Actually, it was a colleague, who recommended it so strongly that I immediately found it on my phone and clicked ”purchase”.

Continue reading Can you recommend a good restaurant in Barcelona?

//Tuesday d. 9.01.18

Digital subscriptions are the future of the newspaper industry

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Written by Morten Suhr Hansen

The traditional news media – the newspaper industry – has been under pressure for many years.
The circulation is decreasing and the threat from new digital and social media has been visible and present for a long time. However, there might be a light at the end of the tunnel. A new report published by the newspapers’ own international organisation, WAN-IFRA, shows that circulation number and turnover from digital subscriptions are growing rapidly.

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//Tuesday d. 9.01.18

Turn your customers into members

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Written by Morten Suhr Hansen

We all know the stories about the successful companies that takes all headlines and large investments – companies such as Facebook, Uber, Netflix, Airbnb and LinkedIn. But what do these fast-growing companies have in common?

According to the American writer, Robbie Kellman Baxter, who has written the book ”The Membership Economy”, they are all part of a new trend that involves successful companies turning their customers into members. This trend establishes a framework for what we call the new membership economy.

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//Tuesday d. 9.01.18

Growth hacking: The powerful weapon of new ventures

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Written by Morten Suhr Hansen

How has the American sharing platform Airbnb succeeded to reach a value of more than 50 billion USD without using any money on traditional marketing? Why haven’t we seen TV commercials promoting Facebook? And how has the car sharing service, Uber, managed to become one of the world’s most valuable (and controversial) companies in just a few years?

If you look at the world’s most successful start-ups, they have one thing in common:
They have almost never spent money on traditional marketing campaigns.

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