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Insight
//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

//Monday d. 10.02.20

Looking Into The Crystal Ball: 10 Important Subscription Trends You Can Expect This Decade

Written by Morten Suhr Hansen

At the beginning of a new decade, it’s hard not to look back on the one that has passed, and it is especially interesting to put your ‘subscription glasses’ on and wonder about what the future will bring.

Just think 10 years back. Back then, Netflix was an American company that mainly lived on mailing DVDs to its customers in the US. Spotify was a small Swedish start-up that hadn’t even launched in most countries. Surprise boxes were not even a thing at that time. In addition, none of the tech giants had subscriptions on their radar. At the beginning of the 10’s, the subscription model was mostly reserved for newspapers, telecommunications companies and gyms.

Read more Looking Into The Crystal Ball: 10 Important Subscription Trends You Can Expect This Decade

//Wednesday d. 31.07.19

Inspiration case: How has Rapha succeeded in creating a strong community?

Written by Benedicte Larsen

Rapha and Harley-Davidson. Two companies – each from different eras of time and industries. However, they still have something very special in common. Both companies have managed to create a club (or community) of dedicated and loyal members, who pay a relatively high annual fee to become a part of these communities. Creating a community with a membership-fee is an interesting and different way of thinking ’The Network Model’, which is one of the nine subscription models, we work with at Subscrybe. In this subscription model, the value increases as the number of members increase. You can compare this to LinkedIn, who also use ’The Network Model’ – it’s no fun to be on this platform, if no other members were using it, right?

In the following article, we dive into exactly what these companies have done to create their communities, focusing on one of the latest and most hyped communities, Rapha Cycling Club.

Read more

//Friday d. 5.07.19

Out now! Subscrybe’s brand new strategy report: SUBSCRIPTION RETAIL

Written by Benedicte Lykke Larsen

At Subscrybe, we have seen how the subscription revolution has become a megatrend. You can subscribe to beauty and health products e.g. from Matas and Goodiebox, binge-worthy series from TV 2 Play and Netflix, and even to mobility provided by the likes of Swapfiets and Dribe. In addition, the subscription-based model is propagating in the retail industry. In our new strategy report – SUBSCRIPTION RETAIL – we focus on just that.

Read more Out now! Subscrybe’s brand new strategy report: SUBSCRIPTION RETAIL
//Tuesday d. 11.06.19

Global consumer giant brands are betting on subscription services

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.

Read more Global consumer giant brands are betting on subscription services

//Tuesday d. 11.06.19

Millennials: How should we understand consumers of the future?

Written by Benedicte Lykke Larsen

Millennials (born 1980-1995) are a generation of consumers that think and act in a considerably different manner than previous generations. They have extremely high demands for the companies they engage with. Interestingly, decision-makers in most companies are often at least a generation older than Millennials, which can be rather problematic. Why? Because it can be hard to understand exactly what goes on in the minds of these young consumers and, therefore, hard to develop products and services, which relates to their wants and needs them. 

Read more Millennials: How should we understand consumers of the future?

//Tuesday d. 26.03.19

The world’s fastest growing brands are subscriptions

Written by Tine Møller

Even though ’subscriptions’ are a very hot topic at the moment, the concept has previously suffered under strong associations with old-school newspaper subscriptions, insisting phoners, and long binding periods. However, that time is (fortunately) over, thanks to some of today’s most successful brands. 

In their annual report Best Global Brand (2018), Interbrand states that the brand value of the subscription services amounts to 29% out of the total value of the world’s 100 biggest brands – compared to 18% in 2009. 

Read more The world’s fastest growing brands are subscriptions

//Tuesday d. 19.02.19

New trend: Subscribe to transportation

Written by Morten Suhr Hansen

In the recent few months, I have been cruising around in a brand-new Peugeot 308. I picked up the car at the local car dealership in March last year, because my wants and needs changed. In June, after using the Peugeot 308 for approximately three months, I returned it without any hassle or problems. The car was neither purchased or leased. It was a subscription car from the Danish company, bilabonnement.dk. Bilabonnement.dk (which means carsubscription.dk) offers its customers the opportunity to subscribe to a car and get it delivered without any down payment. In addition, customers are able to unsubscribe at a month’s notice, after the first couple of months. 

Read more New trend: Subscribe to transportation
//Tuesday d. 8.01.19

Behind the great success of New York Times

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.

Read more Behind the great success of New York Times