A Case Study of Subscription Economy

• Main Authors: Chen, Ya-Lin, 陳雅琳
• Other Authors: Chiu, Yi-Chia
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/u8ur33

碩士 === 國立政治大學 === 科技管理與智慧財產研究所 === 107 === In 2008, Tien Tzuo, Zuora's founder and CEO, coined a phase called “subscription economy” to describe a new era in which the business model shifts from product orientation to customer orientation. Today, fast-growing companies including the top five technology giants FAANG (Facebook, Amazon, Apple, Netflix, Google), Spotify and Adobe, take advantage of the subscription business model to earn profit, or consider subscribing as a part of their revenue. The concept of subscription services is spreading rapidly in various industries, and consumers are increasingly favoring the subscription model, indicating the arrival of the subscription economy. Although the subscription model has many successful precedents in practice, the academic research still has a lack of the new economy, and the industries haven’t understood it yet. Firms which want to transform to subscription model can easily go wrong. Because of it, the study intends to analyze the development of the subscription economy, explore the emergence of the new subscription model and the characteristics of the subscription-based business. Finally, the study will provide a systemic operational framework for companies which want to transform to the subscription business model. PressPlay, as a subscription-based platform, is a successful case for subscription transformation. With the subscription model, PressPlay pulls ahead of its competition and achieves stable growth. Therefore, this study takes PressPlay as a case study to explore the subscription transformation of PressPlay, and then verify the operational framework in order to help the subscription-based business to understand their role and position in the subscription economy. For the firms which want to transform to the subscription business model, the study provides the opportunities to realize the subscription economy and enhance the added value.