Katarzyna Petru
The technology market has been shifting towards services for years. First, subscriptions took over streaming and software, then gaming, and today there is increasing talk of subscriptions for... the hardware itself. Manufacturers are testing a model where the user does not purchase the device outright but pays a monthly fee for its use. For companies, this means predictable revenues and greater control over the product lifecycle. For customers, it presents a lower entry threshold, but in the long run, a higher cost. The question is whether consumers are ready for such a turnaround.
Why do companies want a subscription for equipment?
The subscription model provides manufacturers with financial stability. Instead of a one-off cash injection at the launch of a new device, the company receives a steady stream of revenue. This allows for better product development planning and quicker responses to market changes.
Additionally, a subscription enables more frequent equipment exchanges, servicing included, or access to additional services. In theory, the customer gets a "full package", and the manufacturer keeps them in their ecosystem for longer.
What does the user gain and what do they lose?
The biggest advantage is the lower initial cost. Instead of spending several thousand złotys in one go, the user pays a monthly fee. The problem arises in the longer term; the total amount of instalments often exceeds the retail price of the device.
There is also the issue of ownership. In a subscription model, the equipment may formally remain the property of the manufacturer. This means potential limitations, restrictions, or the necessity to return the device after the contract ends.
Is this the future of electronics?
Many signs suggest that manufacturers will continue to test this model, especially in the premium segment. Subscription provides greater flexibility in updating equipment and may fit into the narrative of a circular economy. At the same time, consumer fatigue is growing regarding the number of monthly payments.
It will be crucial to balance the benefits. If the subscription genuinely lowers the barrier to entry and offers additional value, it may succeed. If it is merely a way to increase margins – it will meet resistance.
The "equipment as a service" model is no longer an experiment and is becoming a real direction for industry development. For companies, it represents an opportunity for stable revenue, while for customers, it offers convenience and a lower initial cost. Ultimately, however, it all comes down to calculation: is the monthly convenience worth the loss of traditional ownership rights.
