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The customer pays a regular fee, typically on a monthly or an annual basis, in order to gain access to a product or service. While customers mostly benefit from lower usage costs and general service availability, the company generates a more steady income stream.


Apply this pattern to your own business and create your next innovative business model!

Start the ideation

Examples: Iconic Cases

How they do it: Next to their ”pay-what-you-want” model, Humble Bundle introduced a monthly subscription service, through which subscribers would receive a curated set of games at the start of each month. Part of the subscription fees would go to charity.
Learn more about Humble Bundle →

How they do it: With its subscription service ”Amazon Prime” Amazon offers free and faster shipping for certain products as well as access to exclusive media content offered on its affiliated platforms (such as audio books on Audible.com).
Learn more about Amazon Store →

How they do it: Customers who are in need of larger amount of file hosting space, can upgrade their capacity by booking monthly or annual subscription. The more space they require the higher is the price for the subscription.
Learn more about Dropbox →

How they do it: Today Napster operates as a music streaming service, allowing users to listen to an unlimited amount of music online for a monthly subscription.
Learn more about Napster →

How they do it: In 2018, Porsche announced Porsche Passport, an all-access subscription for $2,000 to $3,000 per month. It includes a variety of car models (e.g. two-door and four-door models), from which the customers may flexibly choose a model of their liking.
Learn more about Porsche →



Apply this pattern to your own business and create your next innovative business model!

Start the ideation