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SUBSCRIPTION
/// TREND CASE STUDY ///
www.semiosearch.lt/training
PART 3 of TREND TRAINING COURSE
TREND ANALYSIS
FRAMEWORK
INNOVATION
LANDSCAPE
MACRO-
DIMENSIONS
FUNDAMENTAL
LEVEL
Innovation landscape encompasses
business and organizational
inno...
SUBSCRIPTION
MODELS
-content-
-sampling and
curation-
-product
supply-
MODELS
The oldest form of
subscriptions – content.
Now this is not only...
MODELS
-product as
service-
With most software
providers moving onto
subscription models,
other unrelated categories
will ...
SOFTWARE
SERVICES
CONTENT
SERVICES
OTHER
CATEGORIES
AREAS OF APPLICATION
SOFTWARE
SERVICES
CONTENT
SERVICES
OTHER
CATEGORIES
AREAS OF APPLICATION
PRODUCT AS A
SERVICE
-INNOVATION AREA #1 -
https://www.birchbox.com/
https://barkbox.com/
https://clubw.com/
HYBRID SERVICE
https://www.dietchef.co.uk/
TRADITIONAL
C...
SUBSCRIPTION
AS CURATION
-INNOVATION AREA #2-
https://one.mistobox.com/
https://clubw.com/
https://www.carnivoreclub.co/
SERVICE SUCCESS
EQUALS CURATORS
REPUTATION
SUBSCRIBED
PERSONALIZATION
-INNOVATION AREA #3 -
http://www.teabox.com http://justtherightbook.com/ https://www.bombfell.com/
SUBSCRIPTION
SERVICE IS ABOUT
ME
CHANGES IN OUR
EVERYDAY LIVES
-cheap delivery infrastructure
-internet usage
-cloud services
Deliveries and logistics have evolved in giant leaps – ever...
NOMADIC
LIFESTYLES
DECLUTTERED
LIVING
We tend to surround ourselves with abundance of stuff and
things. But eventually the...
BEHAVIOR AND
NEEDS
-organizational
needs
-innovation
needs
-discovery
needs
people are constantly short on time, so it is only
natural that t...
-organizational needs
-innovation needs
-discovery needs
THE MATCH
-service
-curation and
personalization
VALUES AND BELIEFS
ATTITUDE TOWARDS
CONSUMPTION
PRODUCT AS
EXPERIENCE
PRODUCT AS
OWNERSHIP
product that holds symbolic value
and has value in...
if products have always had symbolic
value, only subscription services will
truly be a part of a lifestyle status
VALUE MO...
subscription model is a
promise of an everlasting
improvement
VALUE MODEL #2
THE FUTURE OF THE
SUBSCRIPTION MODEL
the proliferation of
subscription services
the saturation
of subscription
services
subscription services becoming
acceptab...
the proliferation of
subscription services
THE PRODUCT-
SERVICE SYNTHESIS
This phase means that even categories that have
...
LONG-TAIL
SUBSCRIPTIONS
MASS BRAND
SUBSCRIPTIONS
Even though subscription services have been about long-tail
subscriptions...
subscription services becoming
acceptably mainstream
the saturation
of subscription
services
Transition from mainstream to...
subscription services becoming
acceptably mainstream
the saturation
of subscription
services
1.MICRO-SUBSCRIPTIONS
Subscri...
the saturation
of subscription
services
This is where it will get the most interesting
as people will start noticing that ...
the saturation
of subscription
services
1. FLEXIBLE
SUBSCRIPTIONSThe providers will have to realize that in
order to get t...
FLEXIBLE SUBSCRIPTIONS
The providers will have to realize that in
order to get their customers back they need
to provide s...
www.semiosearch.lt/training
go to
for all previous lessons
TREND TRAINING COURSE
- END OF PART 3 -
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Trend course lesson 3: SUBSCRIPTION TREND CASE STUDY

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This is the third part of trend research and management training course that is available at:

http://semiosearch.lt/training/

This presentation shows how to work with trend analysis framework and provides an overview of a subscription trend.

Published in: Business

Trend course lesson 3: SUBSCRIPTION TREND CASE STUDY

  1. 1. SUBSCRIPTION /// TREND CASE STUDY /// www.semiosearch.lt/training PART 3 of TREND TRAINING COURSE
  2. 2. TREND ANALYSIS FRAMEWORK
  3. 3. INNOVATION LANDSCAPE MACRO- DIMENSIONS FUNDAMENTAL LEVEL Innovation landscape encompasses business and organizational innovations that can appear in the form of start-ups, new features, models of operations or value creation the dimensions that have influence on our everyday lives: culture, lifestyle, consumption, environment, governance, organization, technology, community, demographics or education behaviors and needsbeliefs and values the underlying ideological system/s where every phenomenon is marked by evaluation the expression of the underlying ideological system – through stories, conversations, actions, choices and needs
  4. 4. SUBSCRIPTION MODELS
  5. 5. -content- -sampling and curation- -product supply- MODELS The oldest form of subscriptions – content. Now this is not only news media, but also books, music, video games and video content. Subscription for a consumable or short-life product that needs to be replenished pretty often Subscription as a curated range of products or samples distributed to subscribers
  6. 6. MODELS -product as service- With most software providers moving onto subscription models, other unrelated categories will also turn their offerings into service
  7. 7. SOFTWARE SERVICES CONTENT SERVICES OTHER CATEGORIES AREAS OF APPLICATION
  8. 8. SOFTWARE SERVICES CONTENT SERVICES OTHER CATEGORIES AREAS OF APPLICATION
  9. 9. PRODUCT AS A SERVICE -INNOVATION AREA #1 -
  10. 10. https://www.birchbox.com/ https://barkbox.com/ https://clubw.com/ HYBRID SERVICE https://www.dietchef.co.uk/ TRADITIONAL CATEGORIES, NEW WAYS OF DELIVERY
  11. 11. SUBSCRIPTION AS CURATION -INNOVATION AREA #2-
  12. 12. https://one.mistobox.com/ https://clubw.com/ https://www.carnivoreclub.co/ SERVICE SUCCESS EQUALS CURATORS REPUTATION
  13. 13. SUBSCRIBED PERSONALIZATION -INNOVATION AREA #3 -
  14. 14. http://www.teabox.com http://justtherightbook.com/ https://www.bombfell.com/ SUBSCRIPTION SERVICE IS ABOUT ME
  15. 15. CHANGES IN OUR EVERYDAY LIVES
  16. 16. -cheap delivery infrastructure -internet usage -cloud services Deliveries and logistics have evolved in giant leaps – everything can be delivered to most places within realistic time-scales and without breaking a sweat. Delivery infrastructure becomes available even to small business owners. Internet and mobile usage is peaking, the scale of e-service is increasing even in countries where the number of internet user has already reached it peak. DATA is the most essential metric. We are relying more and more on cloud services and they are becoming both the storage points and service/application points for most of the things we do.
  17. 17. NOMADIC LIFESTYLES DECLUTTERED LIVING We tend to surround ourselves with abundance of stuff and things. But eventually they pile-up, require additional attention and slow us down. The declutter trend is about simplifying our lives by getting rid of the unnecessary and unessential things; it manifests itself in interior design, consumption and organizational habits and ideologies. We are leading nomadic lifestyles in terms of where we live, where we work and where we socialize. These places are no longer tied together and we are not stuck with them for such long periods of time as we used to be.
  18. 18. BEHAVIOR AND NEEDS
  19. 19. -organizational needs -innovation needs -discovery needs people are constantly short on time, so it is only natural that they require brands and businesses to help with the following aspects: save time, develop good habits and help organize everyday life. we get bored quickly - discovering new things keeps us engaged. It is also about things that matter specifically to us. people evaluate brands and businesses by how much those brands and businesses are able to improve, innovate and move forward. We pay more attention to things that evolve and quickly forget the ones that don’t.
  20. 20. -organizational needs -innovation needs -discovery needs THE MATCH -service -curation and personalization
  21. 21. VALUES AND BELIEFS
  22. 22. ATTITUDE TOWARDS CONSUMPTION PRODUCT AS EXPERIENCE PRODUCT AS OWNERSHIP product that holds symbolic value and has value in itself and in prolonged ownership. The tie that we have with it is important. product is disposable and continuous – only this continuity helps to establish a particular experience -singular -maintained -claimed and owned -continuous -disposable -experiential
  23. 23. if products have always had symbolic value, only subscription services will truly be a part of a lifestyle status VALUE MODEL #1
  24. 24. subscription model is a promise of an everlasting improvement VALUE MODEL #2
  25. 25. THE FUTURE OF THE SUBSCRIPTION MODEL
  26. 26. the proliferation of subscription services the saturation of subscription services subscription services becoming acceptably mainstream
  27. 27. the proliferation of subscription services THE PRODUCT- SERVICE SYNTHESIS This phase means that even categories that have no relation to traditional subscription categories will move into the same model, e. g. think of restaurants, barber shops, education services offering subscription model for their product
  28. 28. LONG-TAIL SUBSCRIPTIONS MASS BRAND SUBSCRIPTIONS Even though subscription services have been about long-tail subscriptions (products and services that cater for niche needs and audiences), big brands are going to move there as well to leverage their existing touch-points, brand presence and infrastructure subscription services becoming acceptably mainstream
  29. 29. subscription services becoming acceptably mainstream the saturation of subscription services Transition from mainstream to saturation is going to pick up a few innovations as well – and this is mostly going to be about evolution of subscription formats ON THE WAY
  30. 30. subscription services becoming acceptably mainstream the saturation of subscription services 1.MICRO-SUBSCRIPTIONS Subscriptions will move into micro- subscription field – just like MEDIA OUTLETS are asking you to pay 1 $ per week to view the site without ads. This will spread with small subscription services emerging everywhere and even accompanying traditional paid products as an additional value tier. 2. SMART SUBSCRIPTIONS Subscription services will gather more and more data about the consumer – but this time around this data will have to be used for direct consumer’s benefit: better product development, better selection and range. This evolutionary factor will determine dead- end services and the ones that are worth long-term investment.
  31. 31. the saturation of subscription services This is where it will get the most interesting as people will start noticing that they have too many subscriptions at the same time and they are starting to weigh down on their finances. This is going to be the sobering moment for the whole subscription industry. It is also going to be a serious incentive for further developments BREAK-DOWN POINT
  32. 32. the saturation of subscription services 1. FLEXIBLE SUBSCRIPTIONSThe providers will have to realize that in order to get their customers back they need to provide simple options for suspending and activating accounts. 2. SUBSCRIPTION SHARING Financial situation will finally spawn this monster – by sharing we will be able to get the most out of joint accounts and spend less on everything. 3. MINDFUL SUBSCRIBING At some point we will start looking over our shoulder and wondering whether actually owning something wasn’t such a bad idea after all and how to get rid of this constant access to everything.
  33. 33. FLEXIBLE SUBSCRIPTIONS The providers will have to realize that in order to get their customers back they need to provide simple options for suspending and activating accounts. SUBSCRIPTION SHARING Financial situation will finally spawn this monster – by sharing we will be able to get the most out of joint accounts and spend less on everything. MINDFUL SUBSCRIBING At some point we will start looking over our shoulder and wondering whether actually owning something wasn’t such a bad idea after all and how to get rid of this constant access to everything.
  34. 34. www.semiosearch.lt/training go to for all previous lessons TREND TRAINING COURSE - END OF PART 3 -

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