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Insight
//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?

//Tuesday d. 4.05.21

How would you like to be surprised next month?

SUBSCRIPTION POV #10

By Morten Suhr Hansen

Every month, more than 80,000 Danish women get a little extra luxury in their everyday life, when they receive the monthly subscription delivery from the company Goodiebox. Each month, subscribers receive a box filled with attractive beauty products. That is, different products from month to month and always at a collected value far exceeding the 199 DKK that a Goodiebox costs.

At Goodiebox, you subscribe to a specific type of products. But you also subscribe to something far greater than that. You subscribe to a little extra joy in everyday life. ‘Unboxing happiness’, is what Goodiebox calls the experience that they deliver to their members.

It’s not just in Denmark that Goodiebox has become a success. The Danish startup is now available in nine European countries and each month, it is sent to about a quarter-million members across Europe.

Read more How would you like to be surprised next month?

//Friday d. 26.02.21

That Will Never Work. The story of how Netflix became the world’s most successful subscription company

Written by Morten Suhr Hansen

On the list of the world’s largest and most successful subscription companies, we find Netflix. The American streaming giant, that ended 2020 with 204 million subscribers worldwide, and currently has a market value of USD 243 billion. It is hard to imagine that the company is only almost 23 years old. It is even harder to imagine that Netflix did not start its life as a subscription company at all. However, the company’s switch to a subscription-based business model ended up saving the company’s life.

How Netflix ended up as subscription-based and what this meant for the company is a fascinating story. The story has many elements that any subscription company can learn from. This is exactly what the story is about in the book “That Will Never Work”, written by Marc Randolph, the Co-founder and Netflix’s first CEO.

Read more That Will Never Work. The story of how Netflix became the world’s most successful subscription company

//Wednesday d. 25.03.20

Consumers Across the World Are in Agreement: We Would Rather Subscribe Than Own!

Written by Morten Suhr Hansen

The “battle” against the traditional transactional- and ownership-based model has been underway for quite a while. An extensive and international study across countries in Europe, North America, Asia and Australia confirms that the subscription economy has seriously stuck. More than 13,000 respondents in 12 different countries have responded to the survey, which shows which products and services that consumers would rather subscribe to than own.

Read more Consumers Across the World Are in Agreement: We Would Rather Subscribe Than Own!

//Monday d. 23.03.20

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

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.

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