Subscription Model for P******S

Journey

It feels surreal to finally be able to use an app that you envisioned.

Insight

In India, the traditional milkmen or doodhwalas used to operate in what we now call the subscription model.

Other than that, paying a couple hundred bucks per month for a service was non-existent in India.

We were okay with seeing an ad every minute if that meant we could use an app for free.

But now, things are changing.

I see both the young population as well as the old being very familiar with the subscription economy.

Indians have started paying up for Spotify, YouTube, Netflix and other OTT platforms, groceries, fitness programs and even independent journalism.

This evolution has helped bring a major shift in Indian businesses.

Rather than pleasing the advertisers and optimizing the slot machine, companies are focused on actually serving the customer.

They’re focused on winning their customers again and again with every interaction.

Companies are aware that at any point in time, if the customer feels like the service isn’t adding value to them or a competitor’s service is more attractive, they’re just a click away from unsubscribing.

So companies cannot just rely on brand loyalty.

Even today, Netflix has to keep churning out good content. The day users feel there’s nothing new to watch, they’re gone.

I believe this subscription economy is bound to travel across other industries.

Starting with media and publication, the subscription model has already been adopted by Uber (transportation), MakeMyTrip (vacation booking), Zomato (food-delivery) and others.

Here’s a crazy idea.

New Product Idea

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