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Insight
//Wednesday d. 27.10.21

A hysterical focus on customers and a brand-new business model made Salesforce one of the world’s biggest software companies

SUBSCRIPTION POV #15

By Morten Suhr Hansen 

We subscription geeks often talk about the most successful subscription businesses and about who is responsible for putting the subscription movement in motion. Netflix is often mentioned as a candidate, both as a pioneer and as the most successful. Other candidates are Spotify and Amazon.

(Read the story about how Netflix even became a subscription business here)

Read more A hysterical focus on customers and a brand-new business model made Salesforce one of the world’s biggest software companies

//Friday d. 22.10.21

The Subscription Evolution – Putting design thinking into practice

Subscription has come a long way since the first newspaper subscriptions came to life in the 17th century. Actually, for many years, subscriptions were synonymous with newspapers, books, and magazines, as not many other industries made use of the business model.

This is an overview of the three paradigms of subscription, which shows the incredible evolution that the model has taken, especially through the last 30 years.

Read more The Subscription Evolution – Putting design thinking into practice

//Wednesday d. 13.10.21

The Scandinavian Subscription Survey: New numbers and trends

SCANDINAVIAN SUBSCRIPTION SURVEY

At Subscrybe, we gladly follow the development of the subscription economy – both on a global and national level. We often use international analyses, reports and benchmarks to uncover, what is trending, which new consumer trends to be aware of and what it means to subscription businesses.

Until now, there have been very few data and analyses of the subscription economy in Scandinavia. We’ve had a wish of changing this for a long time. This is why we created a survey in Denmark and Norway, in collaboration with Norstat.

Read more The Scandinavian Subscription Survey: New numbers and trends

Uncategorized//Wednesday d. 13.10.21

Why does the world need another book on subscriptions?

SUBSCRIPTION POV #14

By Morten Suhr Hansen

Admittedly, for as long as I can remember, I’ve been hooked on the world of books and literature. Mountains of books, be it fiction or non-fiction, have shaped my knowledge and taught me almost everything I know. That’s why I’ve always had my own dream of writing my own books.

In 2014, I released my first book ‘How To Build A Subscription Business’. A book that was updated and released in a second edition in 2018. Now, on the 24th of September this year, my new book hit the shelves. ‘The Subscription Movement and How To Succeed In It’ is the title of the book that works, both as a follow-up on the first book, as well as a brand new publication.

Read more Why does the world need another book on subscriptions?

//Tuesday d. 21.09.21

Norway is a subscription leader in the making

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.

Read more Norway is a subscription leader in the making

//Monday d. 6.09.21

Learn from some of the most successful subscription businesses

Subscription poV #12

By Morten Suhr Hansen

These days, I am putting the finishing touches on a whole new book, coming in September. ’The Subscription Movement and How to Succeed In It’ is the title of the book that follows ‘How to build a subscription business’ that was published first in 2014 and in a second edition in 2019.

So why am I writing a new book about the huge subscription movement that is taking over countries and industries? Because the development is happening so fast! And we are starting to feel that there are almost no companies alive right now, who aren’t thinking about how to strengthen the relationship with their customers and build certain, recurring revenue streams. What lies behind this development, I attempt to uncover in my new book.

Read more Learn from some of the most successful subscription businesses

//Tuesday d. 24.08.21

What will your company subscribe to in the future?

SUBSCRIPTION POV #3

By Morten Suhr Hansen

An exciting and interesting trend has hit our office here at Subscrybe with growing strength. More and more companies getting in touch with us, are B2B-companies, interested in offering their products and services in some form of subscription.

It hasn’t always been like this! The great subscription movement from the 2010s was centered around large, consumer-focused areas, with media and entertainment as the leading industries. Since then, a long line of retailers jumped on the wagon and today, companies like Netflix, Spotify and Amazon (with Amazon Prime) are mentioned as the brightest stars in the subscription sky. But perhaps that picture will look completely different 5 or 10 years from now.

Read more What will your company subscribe to in the future?

//Thursday d. 19.08.21

Apple is showing the way with Apple One: More subscription packages will follow

SUBSCRIPTION POV #5

By Morten Suhr Hansen

On September 7th of 2020, Apple launched a series of different product novelties, and yet again, it was the tech giant’s move to the subscription field that pulled the most headlines. Over recent years, Apple has increased its focus on creating successful subscription services as a supplement to the company’s strong position on physical products.

All the way back in 2015, Apple Music launched as a competitor to Spotify. In June 2019, Apple announced that the music streaming service had reached 60 million subscribers (a number that has now grown to 75 million, according to independent sources). The same year, 2019, Apple also launched a series of new subscription services like the streaming service Apple TV+, the gaming service Apple Arcade and the news service Apple News+.

This year, Apple One launched, as the newest sprout from Apples subscription services.

Read more Apple is showing the way with Apple One: More subscription packages will follow

//Friday d. 6.08.21

The subscription economy is rolling. Except in the furniture industry

SUBSCRIPTION POV #9

By Morten Suhr Hansen

The Danes wish to subscribe more. That is evident in our Scandinavian Subscription Survey, completed in december 2020. Danish households have, on average, 17 subscriptions on everything from streaming subscriptions to mealboxes, glasses and contact lenses.

At the same time, most Danes believe that they will have even more subscriptions in the future and that correlates with the growing desire to rent products, instead of owning them. In other words, subscriptions are not reserved for fast-moving consumer products. We expect to see an increase in subscriptions on long-term consumer goods, like cars and electronics.

Det er ikke mindst de unge forbrugere, dem under 40 år, som sætter pris på den fleksibilitet, der ligger i abonnementet fremfor ejerskabet.

Especially young consumers, under 40, appreciate the flexibility that a subscription offers as opposed to ownership.

Read more The subscription economy is rolling. Except in the furniture industry

//Monday d. 19.07.21

Where can you find the perfect mobility solution?

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.

Read more Where can you find the perfect mobility solution?