Trends Report

Brief: Amazon's Digital Subscriptions Are A Sign Of Things To Come

October 30th, 2014
With contributors:
Elizabeth Perez , Josh Bernoff


Pay attention to digital subscriptions; the future of digital relationships will be full of them. Digital platforms like Amazon and Microsoft lead in defining this ultimate form of digital relationship. As they spread, digital subscriptions will apply to more products and services than before, disrupting traditional customer relationships in some cases and cementing them in others. Not every product experience can be shoehorned into a subscription model, only those that provide frequent, emotionally engaged, and conveniently delivered value. In this brief, we use the example of Amazon and its nine separate subscription relationships to show the variety of ways CMOs can connect to customers at this deepest of levels.

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