The era of ownership is ending; the era of usership is the future. Subscribe or die- because the “divinely discontent customer’s” expectations are always going up and you will be left behind if you don’t act now. That is the message from Zuora’s CEO, Tian Tzuo, at the company’s annual user conference, Subscribed, in San Francisco in June 2018.
To “subscribe” is to give consent to receive a product or service regularly, with agreement to pay (in advance or upon receipt). While subscription business models are not new (e.g, newspapers, cable, or car leases), business model innovations and technology are enabling companies to continuously evolve the product or service rapidly enough to meet customers’ needs before losing them. Who wouldn’t want access to the latest features, with less commitment, without prices materially going up?
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Source: IT Strategy