マーケティング
公開日:2018.01.24

サブスクリプションモデルをあなたのビジネスに活用できますか?

近年、サブスクリプションビジネスが急速に浸透しています。あまり聞きなれない言葉かもしれませんが、あなたの生活の中も知らず知らずのうちにサブスプリクション契約をしていることがあるんです。

 

サブスクリプションとは・・・

英語では、定期購読、購読料、加入契約などを意味する言葉です。ビジネスモデルの一つで、従来は「商品を購入してもらうこと」が目的だったのが、サブスプリクションモデルのビジネスでは利用をしてもらい、継続的なサービスを提供することが特徴です。いわゆるフロー型ビジネスと言われるものです。

 

車業界のサブスプリクション

以前からある画期的なサービスとしては、車のリースがあります。毎月ローンより安く高級車が乗れるサービスとして話題になったことを覚えています。そして、現在ではタイムズカープラスで有名なカーシェアサービスも主流となりました。使いたい時にだけ使えるのは、無駄なく効率的ですね。さらには、月額料金制で車乗り換え放題というようなサービスも考えられているようです。車を買うとなると、本体はもちろんのこと初期費用がかかったりと家の次に高い買い物と言われるほど高額な出費となります。そのリスク、そして現代の若者の車離れを上手に利用した画期的なサービスと言えます。

買う → 借りる → シェアする という需要に応じた時代の流れを感じます。

 

ソフトウエア業界のサブスプリクション

マイクロソフトOffice365、会計サービスのfreeeなどソフトウェアもユーザーが買い取るのではなく、ソフトウエアを借りて利用した分だけを支払うサービスが多くなっています。会計サービスについては、従来はインストール型が主流でしたが、現在はクラウド型が主流となっています。特徴としては、パッケージを購入してインストールする形に対してクラウド型は年額や月額で支払うシステム。インストールする必要がなく、ログインIDとパスワードで使用できるというのがクラウド型です。また、インストール型はパソコンのみの使用に対して、クラウド型はネット環境があれば、パソコンでもスマホでも使用することができます。

 

ファッション業界のサブスプリクション

最近では、洋服のレンタルサービス、ブランドバックのレンタルサービスなどが出てきて、なるほどといった感じです。すなわち、物を所有するのではなく利用するということ。ファッション業界において、高額のパーティー衣装や着物などをレンタルするシステムは以前からありましたが、日常着る服を月額料金でレンタルする発想はとても面白いと感じます。考えてみれば、洋服はトレンドの移り変わりが早く、去年買った服は今年は着れないことも多いもの。特に女性としてはリスクをなくして欲求を叶える魅力的なサービスだと思います。

 

このように様々な業界で、サブスプリクションビジネスが浸透してきています。サブスクリプションビジネスでのユーザーのメリットは多く、初期費用など負担がかかることなく、いつでも解約できるという手軽さがあります。

 

サブスプリクションを導入するメリット、デメリット

一度の利益は少ないものの継続して契約してもらうことで、継続した利益を得ることが可能です。需要にあったユーザーに負担をかけず大きな利益を出すことができるビジネスモデルだと言えます。ただ、従来の購入形式のビジネスと同じような戦略ではうまくいきません。購入形式のストック型ビジネスでは、初期から売上が上がりますがフロー型ビジネスの場合は、継続的な売上が見込まれるものの一定数の顧客が増えるまでの投資期間が長くかかります。ストック型ビジネスとはプロセスが違うため、計画を見誤ると成功する前に失敗することになりかねません。

また、一定期間以上の継続契約をしてもらわなければ利益が増えません。新規顧客を獲得するのはもちろんですが、顧客継続率を高めることもとても重要です。解約率をいかに下げるか、ということが課題となってきます。解約率を下げるにはまずは、常にユーザーとの信頼関係を構築していく必要があります。

 

物がありふれている現代に、ビジネスを飛躍させるには、ユーザーの悩みに寄り添ったアイデアがキーワードであると感じます。今一度、ペルソナ(理想の顧客像)から見直してみるとヒントが得られるかもしれません。

 

執筆者:才田 真未 (https://woman.xlab-online.com)

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