Tag Archives: Subscription

Sharing Economy – The Fast Fish Eats The Slow Fish

If changing different car models as often as you want with Car Service Subscription discussed in my previous blog is not what you are looking for, I have another good news for you. Luxury car manufactures Daimler and BMW plan to merge their Car-Sharing units and is waiting for EU approval. Both companies have reach to an agreement of 50-50 share of Daimler’s Car2Go and BMW’s DriveNow including car-sharing, smartphone apps for calling taxis, locating parking spots and recharging electric autos.

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Sharing Economy has shaped consumer behaviors in certain ways that urges companies to adapt to this trend. Uber Technologies Inc. and Airbnb Inc. are the two successful companies in this fast pace tech-focused industry. Thanks to technology and the IoT that create platforms for managing business easily, many new players has been entering this high demand and profitable industry. These days, there is no longer the big fish eats the small fish; it is the fast fish eats the slow one. To stave off competition, the two long-term rivals Daimler and BMW have decided to become a joint venture in the mobility services industry.

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Number of car sharing users worldwide from 2006 to 2025 (in millions)

So what does that mean to a consumer? Daimler and BMW will become biggest competitor of Uber, which will definitely benefits us in term of more available options, competitive prices, and additional values, for example ‘Uber Pool’ with up to 50 percent discounts will be launched in Sydney from April 3 and Melbourne by early June.

That also means customers will set higher expectations, creating opportunities but also challenges for an eMarketer to find out the unique selling points and how to promote his company in this competitive industry.

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What do you think about this? Will SEO and Paid Search Marketing be helpful?

Leave a comment below to let me know. Thank you for your reading.

A Bright Future for Car Lovers

Do you have a huge interest in cars and prefer not to be tied down to a single one? If the answer is YES, then welcome to the Car Subscription Service industry. If you happen to live in Nashville then congratulations, you are the target of Porsche and BMW. Yes, BMW is testing its subscription service in Tennessee starting today (01/APR/2018).

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The car subscription service – Access is offered by a local BMW dealership. However, BMW is not the trendsetter of this market. In October last year, Porsche launched its car subscription – Porsche Passport. By paying a fix amount starting from $2,000USD monthly, a customer can have an access to a number of SUVs and sport cars; he then can change different models as often as desired. Similarly, Care by Volvo, Book by Cadillac and other third-party services offer leasing, insurance and maintenance in one monthly payment.

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Car Subscription Services target consumers that are familiar to the Sharing Economy. These services allow them to switch to different models of cars easily via a mobile app. Moreover, the monthly payment will cover all insurance and maintenance costs giving its customers a more stress-free experience.

Once again, BMW is not the trendsetter in this market and it will not be the last one.

I believe in the near future, any car manufacturers that do not offer these services, will be left behind. As a Digital Marketer, what would you do to make your company stand out? What other marketing strategies can be used, besides having a user-friendly app? How about freemium? A person can upgrade to own a car after using the subscription service for a specific period of time?

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Do not hesitate to leave a comment below to share your ideas. Thank you for your reading.