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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!

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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: Users gain access to all songs on Spotify’s platform for a flatrate, monthly fee of approximately $10 per month. This enables users to access the vast library at any time and without any limits.
Learn more about Spotify →

How they do it: Amazon offers a product called ”kindleunlimited” for its Kindle devices and apps. This entitles the costumer to unlimited access to content such as e-books, magazines and audio books for a flat fee payable every month.
Learn more about Amazon Kindle →

How they do it: AWS’ customers subscribe to their services and but are billed on a per-use basis, allowing customers to only needing to pay the cloud computing power which was used by its applications.
Learn more about Amazon Web Services →

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