Towards a new subscription society
Historically a characteristic of public services and the press, the subscription has gradually become a trend both in business and society at large. This phenomenon now affects all sectors, from telecoms to transport, fashion, content and mass distribution. Moreover, subscriptions are radically transformed by offering services that go well beyond content and the relationship with the traditional brand. Subscribers become customers, for whom service now takes precedence over the product. The trend is underway and intensifies. The emergence of unlimited mobility services such as the TGV or the war of the telecommunications operators to propose more and more services transforms the market. For instance, the customer will no longer subscribe to an energy supplier but will buy a service contract guaranteeing a fixed temperature for their home. These changes are pushing companies to transform their business models and to evolve towards customer acquisition and retention characterized by longer and more complex cycles.