“It’s about a move 
from ownership to access, 
from transactional to relational.” - Robbie Kellman Baxter, author of The Membership Economy

1. SUBSCRIPTIONECONOMY
DISRUPTING THE TRADITIONAL BUSINESS MODEL

2. 2
IULIANPĂDURARIU

4. “It’s about a move
from ownership to ACCESS,
from transactional to RELATIONAL.”
Robbie Kellman Baxter, author of The Membership Economy

5. In a post-recession, tech-driven world,
companies find a way to play into our need to
save time and money
In many cases, a subscription is cheaper than
buying a product outright and more
customizable to our wants and needs
WHATECONOMISTSSAY:

6. Due to the ever-increasing availability of products,
the need for instant gratification is growing.
Consumers are now accustomed to receive instant
access to a product or service they require, such as
countless songs through online streaming services.
The actual interaction with the product or service
activates the reward system in the brain controlled
by the neurotransmitter, dopamine.
WHATPSYCHOLOGISTSSAY:

7. SUBSCRIPTIONS
7
• eliminate large upfront costs
• enable consumers to try or experiment a
wide array of products and services
• save time to customers
• eliminate friction on repeat business

8. KEYFINDINGS
ZUORA STUDY IN UK
8

9. ANATIONOFSUBSCRIBERS
• Four in five people across the UK
have at least one subscription
service.
• Subscriptions are increasingly
popular in other aspects of
consumer life, including gaming,
dining, transportation and retail
80%

10. AMILLENNIALSHIFT
• 76% of younger consumers
(16-24) have subscriptions,
• a significant importance on the
convenience of not having to
regularly buy products
• have instant access to what they
need.
76%

11. EXPERIENCESOVEROWNERSHIP
it’s important that they can upgrade and
renew the products they use
it’s important to gain instant access to
the things they want
it’s important to discover new things
based on my personal preferences
63%
62%
64%

12. BARRIERSTO
ADOPTION

13. NEGATIVECONSUMERPERCEPTIONS
concerned about potential difficulties
when trying to unsubscribe
fear increases in price or changes in the
products or services offered
don’t like being limited to certain
products within the subscription
47%
35%
47%

14. TRENDS

15. UNIQUESERVICESTHATPEOPLEWOULDSUBSCRIBETO

16. CONCLUSIONS
We are shifting into a considerably more
modular and granular society.
Fluidity is a key factor in people’s choices and
beyond subscription models, you should always
be thinking about how your company complies
with new consumer mindsets.

17. CONCLUSIONS
In the old world (let’s call it the Product Economy) it was
all about things. Acquiring new customers, shipping
commodities, billing for one-time transactions.
But in this new era, it’s all about relationships.
More and more customers are becoming
subscribers because subscription experiences built
around services meet consumers’ needs better than
the static offerings or a single product.

18. THANKYOU!
IULIANPADURARIU
18