サブスクリプション・マークケティング

As I was walking through Tsutaya bookstore in Daikanyama recently, the book Subscription Marketing / サブスクリプション・マークケティング / by Anne H. Janzer caught my attention. 

Maybe it was the partial-English in the title that was showing, just the letters "Subsc", standing out from the rest of the kana and kanji. 

But it was more than catch-copy that sustained my interest in this book, and its underlying concept. 

Subscriptions have become a common way of transacting as the "as a service" model has expanded, driven by consumer convenience and business benefit. 

Nowadays people regularly suscribe to things like cases of San Pelligrino water on Amazon (to avoid carrying home a heavy box on the metro), or memberships to SFMOMA (to get invitations to opening receptions), or ad-free music streaming through Spotify (to, um, avoid ad interruptions). 

The benefits for businesses of recurring revenue over the one-transaction-at-a-time model are not new, but the expanded notion of what can be thought of as a "subscription" is interesting to me and feels like it is continuously renewing itself.

Perhaps it shouldn't because even the Wikipedia entry has been updated to say that the model was pioneered by publishers, but has been expanded to many businesses. 

Going back to Anne H. Janzer, she is a professional, independent writer based in California. And her book about subscription marketing is in the bookstore now. 

読んで　下さい！

https://www.amazon.com/Subscription-Marketing-Strategies-Nurturing-Customers/dp/0986406252d

https://en.wikipedia.org/wiki/Subscription_business_model