In this article, we’re going to see an interesting case study and how Amazon seems to be changing its business strategy.
We’ll see how and what this implies.
The power of the subscription business model
On this blog, we covered at great length the power of the subscription business model.
In part, this is due to the fact that cloud technologies offer themselves for consumption. In part, that is also a mindset shift from ownership to usage.
This isn’t by chance. In fact, Amazon has been investing massive resources to enhance their membership revenues. That’s also the reason why Jeff Bezos said: “When we win a Golden Globe, it helps us sell more shoes.”
However, there are two important aspects to point out.
Second, even though subscriptions still represent only 5.47% of Amazon total revenues, they grew exponentially since 2014:[infogram id=”affe48d5-0cb8-4e93-a2fe-b8a7331dadc6″ prefix=”ISZ” format=”interactive” title=”Evolution of Amazon revenue generation model”]
13 years post-launch, we have exceeded 100 million paid Prime members globally. In 2017 Amazon shipped more than five billion items with Prime worldwide, and more new members joined Prime than in any previous year – both worldwide and in the U.S. Members in the U.S. now receive unlimited free two-day shipping on over 100 million different items. We expanded Prime to Mexico, Singapore, the Netherlands, and Luxembourg, and introduced Business Prime Shipping in the U.S. and Germany. We keep making Prime shipping faster as well, with Prime Free Same-Day and Prime Free One-Day delivery now in more than 8,000 cities and towns. Prime Now is available in more than 50 cities worldwide across nine countries. Prime Day 2017 was our biggest global shopping event ever (until surpassed by Cyber Monday), with more new Prime members joining Prime than any other day in our history.
The fish model explained
Changing a business model isn’t a simple or linear process.
Instead, that is a process that requires tinkering, experimentation and most of all long-term vision.
This process is called fish model:
As explained on tsia.com:
Until – as pointed out on tsia.com -“you begin to transition from the money-losing, rapid-growth phase to a more steady-state pattern of slower (but profitable) growth.“
Many tech companies are experimenting with new business models. This is a normal process.
In fact, as economic, technological, socio-cultural scenarios change, companies need to adapt at a aholistic level.
In fact, most companies that start experimenting with subscription models – especially when coming from a product-based business model – experience periods of losses that are known as “swallowing the fish.”
Is Amazon going to swallow the fish successfully?
What to read next: How Amazon Makes Money
Resources to get started with your business:
- What Is a Business Model? 26 Successful Types of Business Models You Need to Know
- What Is The Best Business Model For A Small Business?
- What Is a Business Model Canvas? Business Model Canvas Explained
- Business Model Tools for Small Businesses and Startups
- What Is a Value Proposition? Value Proposition Canvas Explained
- What Is a Lean Startup Canvas? Lean Startup Canvas Explained