Subscribed: Why the Subscription Model Will Be Your Company’s Future - And What to Do about It

　　不出十年，我們都須「訂閱」以滿足資訊科技、交通、零售、健康保險甚至住房等各式需求，本書便是要告訴你，訂閱商業模式何以成為勢之所趨，而我們又該如何成為其中的領頭羊，而非淹沒於這片浪潮之中。



　　訂閱商業模式強勢崛起，Netflix 和 Spotify 不落人後，讓民眾以付費註冊的方式享受串流影音服務，但他們其實只是這片藍海中的冰山一角；連通用電氣能源公司「奇異公司」及重型工業設備製造公司「開拓重工」也已重新定位，朝此模式發展。現在不管你要賣軟體、衣服、保險甚至工業設備，精通訂閱商業模式都會是你當前首要課題。



　　要轉型成訂閱商業模式，不是今天開了會說說就能成真了，本書將一步一步引領你重建一套緊扣顧客需求且能持續營利的商業模式，帶領你革新財會乃至資訊科技（IT）等各部門，進而成功依此模式永續獲利！（文 / 博客來編譯）

A USA Today bestseller Companies like Netflix, Spotify, and Salesforce are just the tip of the iceberg for the subscription model. The real transformation--and the real opportunity--is just beginning.

Subscription companies are growing nine times faster than the S&P 500. Why? Because unlike product companies, subscription companies know their customers. A happy subscriber base is the ultimate economic moat.

Today's consumers prefer the advantages of access over the hassles of maintenance, from transportation (Uber, Surf Air), to clothing (Stitch Fix, Eleven James), to razor blades and makeup (Dollar Shave Club, Birchbox). Companies are similarly demanding easier, long-term solutions, trading their server rooms for cloud storage solutions like Box. Simply put, the world is shifting from products to services.

But how do you turn customers into subscribers? As the CEO of the world's largest subscription management platform, Tien Tzuo has helped hundreds of companies transition from relying on individual sales to building customer-centric, recurring-revenue businesses. His core message in Subscribed is simple: Ready or not, excited or terrified, you need to adapt to the Subscription Economy -- or risk being left behind.

Tzuo shows how to use subscriptions to build lucrative, ongoing one-on-one relationships with your customers. This may require reinventing substantial parts of your company, from your accounting practices to your entire IT architecture, but the payoff can be enormous. Just look at the case studies:

* Adobe transitions from selling enterprise software licenses to offering cloud-based solutions for a flat monthly fee, and quadruples its valuation.

* Fender evolves from selling guitars one at a time to creating lifelong musicians by teaching beginners to play, and keeping them inspired for life.

* Caterpillar uses subscriptions to help solve problems -- it's not about how many tractors you can rent, but how much dirt you need to move.

In Subscribed, you'll learn how these companies made the shift, and how you can transform your own product into a valuable service with a practical, step-by-step framework. Find out how how you can prepare and prosper now, rather than trying to catch up later.

Tien Tzuo is the CEO and cofounder of Zuora, the leading subscription SaaS provider, with more than 1,000 customers worldwide. Zuora, which is foundational to companies in the growing Subscription Economy, was born out of Tzuo’s experiences at Salesforce, a pioneer of the subscription model, where he was formerly CMO and Chief Strategy Officer. Headquartered in Silicon Valley, Zuora also operates offices in Atlanta, Boston, Denver, San Francisco, London, Paris, Beijing, Sydney and Tokyo.

Gabe Weisert is the managing editor of Zuora’s Subscribed magazine. He has previous written for Yahoo!, Forbes.com, and Andrew Harper’s Hideaway Report.