//Tuesday d. 17.05.22

Subscription Companies are Experiencing The Perfect Storm. Acquisition is now harder and more expensive.

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Subscription POV #27

By Morten Suhr Hansen

There is one question that I’ve been met with in the past weeks when I talk to different subscription companies. “Are your clients also experiencing that it is getting more difficult and more expensive to acquire new customers this past quarter?”

When I’m met with that question, it might be because the answer is yes. Subscription companies are struggling with acquiring new subscribers. Most of the people I talk with mention that it might be because of the failing consumer trust happening around Europe right now.

Continue reading Subscription Companies are Experiencing The Perfect Storm. Acquisition is now harder and more expensive.

//Wednesday d. 6.04.22

Subscription experts should ask themselves: What would Spotify do?

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SUBSCRIPTION POV #1

By Morten Suhr Hansen

Not that long ago, I arranged a workshop with a customer, where the purpose was to develop a strategy for the optimal retention of subscribers in their business. How can we secure that new subscribers keep subscribing to our product for as long as possible, we asked ourselves. Because we all know this: A subscription business’ success is not measured on how many people sign up, but rather on how long the subscribers stay. Lifetime and lifetime value are the defining parameters for success.

Therefore, before the workshop, I had asked all of the participants to prepare an answer to one simple question: ‘Tell me about a subscription that you have today that you like and which there is a 98% chance of you still having a year from now. It turned out to be an interesting question because even though we all have a line of subscriptions that we like, a 98% chance to stay is high! Even more interesting is that almost all participants thought of the same subscription business. You guessed it – it’s Spotify.

Continue reading Subscription experts should ask themselves: What would Spotify do?

//Tuesday d. 29.03.22

At Parken Stadium, thousands of subscribers will welcome back Christian Eriksen

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Tuesday, the 29th of March 2022 is an important date in Danish football history. It’s the date of Christian Eriksen’s comeback at Parken Stadium in the red national jersey – 262 days after the dreadful night in June during the European Championship, where Eriksen’s heart – and the heart of a nation – stopped beating.

Luckily, it ended well. Eriksen’s career came back on track with the transfer to Premier League and Brentford. Now, Eriksen’s comeback to the national team is a reality. Now, the preparations for the World Championship in Qatar can finally begin.

Continue reading At Parken Stadium, thousands of subscribers will welcome back Christian Eriksen

//Wednesday d. 16.03.22

Fighting churn is the most important thing for a subscription business. Why is it so difficult?

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Subscription POV #24

By Morten Suhr Hansen

This article begins with the world’s smallest news! When running a subscription business, one of the most important disciplines is fighting ‘churn’. Churn is when your active subscribers decide to cancel their subscription and leave your business. In other words, churn is the factor that challenges your subscription business and breaks the growth that otherwise comes from selling new subscriptions. So the difference between high or low churn is what ultimately affects whether you’re running a healthy or unhealthy subscription business.

Continue reading Fighting churn is the most important thing for a subscription business. Why is it so difficult?

//Thursday d. 10.03.22

Free of ownership. Soon, we will subscribe to glasses, bikes and washing machines

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Subscription POV #23

By Morten Suhr Hansen

Allow me to start this article on a personal note. I’d like to tell you about my personal subscription to glasses because it entails some quite interesting perspectives on how we will buy our long-lasting consumer goods in the future. Or buy might not be the right word because we are actually going to subscribe to having access to them, instead of owning them.

Continue reading Free of ownership. Soon, we will subscribe to glasses, bikes and washing machines

//Thursday d. 17.02.22

The global subscription economy is growing by $51 billion dollars in 2022

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Subscription POV #22

By Morten Suhr Hansen

The subscription movement is rolling and the pandemic has given subscription companies around the world another push in the right direction. That is the common assumption among all of us who are involved with subscriptions on a daily basis. But how large is the collected subscription economy? And how much is it growing in total? That is what American analysis institute Juniper Research is looking into in their comprehensive yearly analysis ’Subscription Economy: Future strategies & market forecasts 2022-2026’.

Continue reading The global subscription economy is growing by $51 billion dollars in 2022

//Tuesday d. 1.02.22

Microsoft acquires gaming giant for $68.7 billion dollars The battle to become the ‘Netflix of gaming’ has begun

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By Morten Suhr Hansen

$68.7 billion dollars. That is the price, when Microsoft takes over one of the worlds absolute giants within online gaming: Activision Blizzard. The company stands behind games such as ‘Call of Duty’, ‘World of Warcraft, ‘Overwatch’, and ‘Candy Crush’. The acquisition of Activision Blizzard is by far the most expensive purchase Microsoft has ever made.

Continue reading Microsoft acquires gaming giant for $68.7 billion dollars The battle to become the ‘Netflix of gaming’ has begun

//Tuesday d. 18.01.22

All about Freemium. Why it works to give parts of your product away for free!

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SUBSCRIPTION POV #21

By Morten Suhr Hansen

In the last 10 years, the term and the model ‘Freemium’ has become a common part of the subscription vocabulary. A long line of the most successful subscription companies is characterized by using this special business model that revolves around giving customers parts of the product for free, in order to, over time, convert some or all of the customers into a paid subscription.

Continue reading All about Freemium. Why it works to give parts of your product away for free!

//Monday d. 3.01.22

The subscription movement keeps rolling! Here are the biggest trends of 2022

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SUBSCRIPTION POV #20

By Morten Suhr Hansen

2021 has been another eventful year in the subscription world – both in Denmark and in the rest of the world. Many new subscription concepts have seen the light of day and more and more companies are thinking subscription-first when laying out their strategy for the coming year.

But what are the biggest trends here at the start of 2022? What should we look out for and which subscription trends and tendencies will affect the new year and the years to come? Here is my take on five big trends that are worth keeping an eye on in 2022.

Continue reading The subscription movement keeps rolling! Here are the biggest trends of 2022

//Thursday d. 23.12.21

Happy Holidays! Why not spoil yourself or others with an exciting subscription?

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SUBSCRIPTION POV #19

By Morten Suhr Hansen

I hope you are all having some wonderful festive days this week! For many, it has been a lovely break from a hectic everyday life and also – a special year. Time for the family, reading, and relaxing. But for some, it is also a time embossed by the corona crisis that has been running since 2020. But no matter if you’re part of the first or the second group, the holidays are a time for giving –  and subscription geeks like us love gifts that last for a long time.

Therefore, we’ve collected five delayed presents that you can use with your partner, your friends, your pet – or just for yourself! Get inspired for a year of new experiences right here:

Continue reading Happy Holidays! Why not spoil yourself or others with an exciting subscription?