Observed Signal · Aug 10, 2022 · Trend Report · Source: Trending Topics · Impact: 2/5 · Sentiment: Positive
Subscription Economy Boom: Renting Replaces Buying in More Sectors
An Austrian business publication examines the rapid expansion of the subscription economy beyond music, video, and software into physical goods such as bicycles, e-scooters, smartphones, cars, and office furniture. Citing a consumer study by Vienna fintech Credi2, seven in ten consumers prefer renting to buying, and market researchers project 4.2 billion subscription contracts generating $616 billion globally by 2026. Credi2, known for a deal with Apple, provides the financing infrastructure for device subscriptions at resellers like Cyberport and McShark. Startups including Eddi Bike, Swapfiets, Dance, Eloop, Nornnorm, and vibe apply subscription models across mobility and furniture, while IKEA has entered as a strategic investor in Nornnorm. Experts Christian Waldheim (Credi2) and Lisa Ittner (vibe) highlight requirements such as high-residual-value products, bundling, and upfront financing, and position subscriptions as a contribution to the circular economy.
Feature on the subscription economy's expansion into physical products; relevant to e-commerce and retail trends but with no direct AdTech, MarTech, advertising, or media platform implications.
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Key Takeaways & Evidence Grounding
- Vienna fintech Credi2 powers Apple device subscriptions at European resellers such as Cyberport and McShark.
- Market researchers project 4.2 billion subscription contracts and $616 billion in global subscription revenue by 2026.
- IKEA has become a strategic investor in Copenhagen office-furniture subscription startup Nornnorm.
- Vienna startups Eloop and vibe offer monthly car subscriptions, with Eloop priced at €350 per month.
- Bike subscription startups Eddi Bike (Vienna), Swapfiets (Netherlands), and Dance (Berlin) are expanding the model.
Connected Companies & Entities
9 Entities mapped“Credi2 became known through a deal with Apple, enabling subscriptions for notebooks, phones, and smartwatches at resellers....”
“Micro-mobility providers Lime, Bird, and Tier Mobility started with pay-per-use scooter models....”
“Vienna startup vibe offers e-car subscriptions, mainly to corporate customers....”
“IKEA has entered as a strategic investor in Nornnorm....”
“Micro-mobility providers Lime, Bird, and Tier Mobility started with pay-per-use scooter models....”
“Subscription models are established in music (Spotify), video (Netflix), and software (Office 365)....”
“Subscription models are established in music (Spotify), video (Netflix), and software (Office 365)....”
“Eloop's growing fleet consists of Tesla Model 3 vehicles....”
“Subscription models are established in music (Spotify), video (Netflix), and software (Office 365)....”
Ontology Mapping & Concepts
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