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The Times

A heated steering wheel for $20 a month? What's driving the subscriptions economy

  • Written by Louise Grimmer, Senior Lecturer in Retail Marketing and Associate Head Research Performance, University of Tasmania
A heated steering wheel for $20 a month? What's driving the subscriptions economyshutterstock

From gym memberships to music and movies, to razors, toilet paper, meal kits and clothes, there’s seemingly no place the subscription economy can’t go.

Having conquered the software market – where it gets its own acronym, SaaS (Software as a Service) – the subscription model is now moving into hardware.

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