[CONTENU PARTENAIRE] In addition to more consumers, it is desirable to have access to good use that can be considered. To study this profound change affecting competitiveness, customer relations and marketing, ZUORA is funding a “think tank” in partnership with L’INSEAD (European Institute for Business Studies). We have also been promoted to Michaël Mansard, Director of Strategy ZUORA, a company of business logic specialists specializing in the management of subscription services, and Wolfgang Ulaga Marketing Professor (INSEAD).
What do you attribute to the change in consumption patterns?
The economy of functionality is a reflection of circular economy which consists in the production of goods and services in a durable and donc manner transfer any type of business to a circular economy model. 73% of the French benefit from an environmental benefit as a subscription benefit (Source: End of Ownership 2020 Etude).
At the blackboard he observes a structural factor: the redefinition of the scheme of justice. Access to property and the possession of consumer goods of consumer society, such as a car, are less and less considered a priority. Possession of goods is usually not a legal symbol. The Cytoyens / Consumer Consumers will live out the experiences in phase with their values.
The other part, a cyclical factor: the pressure that can be added to the consumer’s power to find the consumer solutions for flexibility solutions (paid benefits) from the benefit of a qualitative and personalized experience without being ruined.
In this context, companies are completely reinventing their marketing for their personalized service. It is imperative to pay attention to this goal: to gain flexibility and visibility to be a high performer on the economic plan. This economy has the privilege of using a lot that sells and produces more integrated solutions than services and services in a permanent development perspective. Ainsi, the economic exchange ne repose plus sur le transfert de proprieté de biens mais sur le consentement des users à payer une valeur d’usage.
The economy of the subscription is the economic model of the adventure?
The subscription responds to the economic performance of companies and offers a flexible and rassura model. The depredation of the subscription companies includes a steady baptism lasting until the pandemic that represents an exemplary rest on the invisible predicates and regulations: 70% of the subscription of the ancillary providers of existing utilities*. D’Ailleurs, 80% of subscription economy companies continue to cover the Covid * crisis. This model responds to the consumption of the consumer actor in consumption: how to use a good service, a combination of time and time, visibility and freedom to use. Also, the subscription includes exceptional personalization of the service for each customer.
What are the trends and developments of this economic model?
In some years there is a net acceleration: the subscription for entry between 5 and 9 days plus the speed of business traditions that are 6 years old. See a 430% croissant aged 9! Les Fran des Français (72%) did not pay a subscription (2.5 per month) versus 2/3 or 2 years (66%) *.
This acceleration is known for new digital services and the Internet of Objects. It also has complete convergence between physical and intangible service, as well as the boundary between hardware and software. This convergence is value-based in the form of new services and the necessary originator of the data. These new models represent strong strengths as well as the affiliated entities that include companies that promote their customers’ products in the form of services and services.
Zuora, en tant qu’Actor in the Economics of Functional Help to commercialize the use of technological platforms that allow up to 1,000 customers around the world from all sectors of activity to pay for subscriptions, pay bills and bill payments. That equates to $50 billion in subscription fees.
What range is the subscription plus the price or customization?
According to these benefits, the subscription economy is a fund that supports all sectors of the economy. It can distinguish the “Advanced Advances” like Netflix, Zoom, Doctolib and BtoB hybrid models like Schneider Electric or PSA with their “Free2Move” offer (connected vehicles and a global mobility solution).
Great consumption on the Green House site and its subscription for its durable packaging. The “new converts” are represented by the bank and insurance company.
At the marketing level, what are the benefits of the subscription economy?
The consumer is fleeting and has a good reputation, he can never lose touch. Subscription allows you to establish a long-term relationship with the client, which is plus the fact that you can protect the lien, accomplices. This model is boulevard in relation to the customer, he is able to employ 24/24, quickly innovate in collaboration with the customer on his possible assets and create the value of a valid community. In this model, a customer’s lifespan is plus long and they are interested in getting the customer’s customer to use their services with the new customer “Customer Success Management”.
What’s your news?
We invite you back to us the virtual event “The Subscription Experience” taking place on March 24th as part of the matinee and which reunites the great leaders of the subscription economy from: The Telegraph, Philips, Siemens, Enel, Acer, Haier and many others.
* SOURCE; Subscription Economy IndexEtude Zuora menée avec le Cabinet Harris Poll sur les tendances de la consumption par subonnement published en Mars 2021.
This content was realized with SCRIBEO. The BFMBUSINESS editorial team was not involved in the implementation of this content.