Insight
//Tuesday d. 17.05.22

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

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.

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

//Thursday d. 28.04.22

Subscribers Don’t Have Control Over Their Subscriptions. Or Do They?

Subscription POV #26

By Morten Suhr Hansen

At the beginning of April, the Competition and Consumer Board presented the news that many Danes don’t have control over their subscriptions. The dramatic news that was shared by a wide array of Danish news media, builds on two surveys that paint a picture that consumers have a hard time keeping track of their subscriptions and therefore, end up paying for subscriptions that they don’t use.

Read more Subscribers Don’t Have Control Over Their Subscriptions. Or Do They?

//Tuesday d. 19.04.22

How Amazon expertly retains their customers

By Morten Suhr Hansen & Julie Maria Schandorph

Amazon is the world’s leading e-commerce company with yearly revenue of over 100 billion USD and its growth is still exponential. At the same time, Amazon is one of the world’s leading subscription companies with Amazon Prime that currently has more than 200 million subscribers worldwide. Now, Amazon is expanding to the Nordic countries. Something that Nordic companies have feared for a long time. But why is Amazon so successful and why do companies fear them?

Read more How Amazon expertly retains their customers

//Wednesday d. 6.04.22

Subscription experts should ask themselves: What would Spotify do?

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.

Read more 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

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.

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

//Tuesday d. 22.03.22

Subscription Talks: Subscription & Sustainability

We sat down for a talk with Kirsten Schmidt, lecturer at Aalborg University and the founder of GreenCSR. In the studio, we also have Christophe Lephilibert, former CMO of the green energy company Barry Energy. Today, the topic is subscription and sustainability.

Kirsten is a supporter of the subscription economy, but she wants a more holistic approach to sustainability, both within the concept and product development:

Read more Subscription Talks: Subscription & Sustainability

//Wednesday d. 16.03.22

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

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.

Read more 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

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.

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

//Thursday d. 24.02.22

Subscription Talks: Talking Churn Prevention with newspaper Information

Introduction

We sat down with Mads Gorm Hansen from Danish newspaper Information, to talk about churn prevention, and how to work with it technically.

Mads has the title of Customer Data Automation Specialist and we wanted to start the interview, with getting an understanding of what that fancy job title covers:

Read more Subscription Talks: Talking Churn Prevention with newspaper Information

//Thursday d. 17.02.22

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

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’.

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