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    • All HBS Web  (269)
      • Faculty Publications  (15)

      Subscriber Models Remove Subscriber Models →

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      • November 2022 (Revised December 2022)
      • Case

      Replika AI: Monetizing a Chatbot

      By: Julian De Freitas and Nicole Tempest Keller
      In early 2018, Eugenia Kuyda, co-founder and CEO of San Francisco-based chatbot Replika AI, was deciding how to monetize the app she had built. Launched in 2017, Replika was a consumer AI “companion app” developed by a team of AI software engineers originally based in...  View Details
      Keywords: Mental Health; Subscriber Models; TAM; Monetization Strategy; Marketing Strategy; Product Marketing; AI and Machine Learning; Applications and Software; Product Positioning; Health Disorders; Technology Industry
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      De Freitas, Julian, and Nicole Tempest Keller. "Replika AI: Monetizing a Chatbot." Harvard Business School Case 523-016, November 2022. (Revised December 2022.)
      • September 2021 (Revised December 2021)
      • Case

      Telepass: From Tolling to Mobility Platform

      By: Chiara Farronato, Stefano Denicolai and Sarah Mehta
      Telepass, until very recently the sole processor of electronic toll payments on Italy’s highways, has ambitions beyond tolling. Since the mid-2010s, the company has been expanding into adjacent services. In 2017, Telepass launched TelepassPay—a mobile payment...  View Details
      Keywords: Mobile Payment; App; Mobility Services; Analysis; Change; Change Management; Transformation; Transition; Innovation and Invention; Strategy; Information Technology; Mobile and Wireless Technology; Transportation; Transportation Networks; Value; Value Creation; Consumer Behavior; Technology Industry; Transportation Industry; Insurance Industry; Europe; Italy; Milan
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      Farronato, Chiara, Stefano Denicolai, and Sarah Mehta. "Telepass: From Tolling to Mobility Platform." Harvard Business School Case 622-011, September 2021. (Revised December 2021.)
      • September 2021 (Revised December 2021)
      • Case

      Telepass: From Tolling to Mobility Platform (Abridged)

      By: Chiara Farronato, Stefano Denicolai and Sarah Mehta
      Telepass, until very recently the sole processor of electronic toll payments on Italy’s highways, has ambitions beyond tolling. Since the mid-2010s, the company has been expanding into adjacent services. In 2017, Telepass launched TelepassPay—a mobile payment...  View Details
      Keywords: Mobile Payment; App; Mobility Services; Analysis; Change; Change Management; Transformation; Transition; Innovation and Invention; Strategy; Information Technology; Mobile and Wireless Technology; Transportation; Transportation Networks; Value; Value Creation; Technology Industry; Transportation Industry; Insurance Industry; Europe; Italy; Milan
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      Farronato, Chiara, Stefano Denicolai, and Sarah Mehta. "Telepass: From Tolling to Mobility Platform (Abridged)." Harvard Business School Case 622-050, September 2021. (Revised December 2021.)
      • September 2021 (Revised December 2021)
      • Case

      STARZPLAY: Shooting for the Stars

      By: Elie Ofek, Marco Bertini and Alpana Thapar
      In mid-2021, Maaz Sheikh, cofounder and CEO of STARZPLAY, a Dubai-based subscription video on demand (SVOD) provider that catered to the Middle East and North Africa region, was wrestling with how to find the right balance between continued subscriber growth and...  View Details
      Keywords: Pricing; Growth; Profitability; Subscription Business; Business Model Innovation; Fintech; Subscription; Performance Measurement; Promotions; International Marketing; Streaming; Competition; Marketing; Price; Strategy; Entrepreneurship; Performance; Measurement and Metrics; Business Model; Media and Broadcasting Industry; Middle East; North Africa
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      Ofek, Elie, Marco Bertini, and Alpana Thapar. "STARZPLAY: Shooting for the Stars." Harvard Business School Case 522-005, September 2021. (Revised December 2021.)
      • May 2021
      • Supplement

      Hello Alfred: Come Home Happy — Operating the Business Model Exercise, Instructor Version

      By: Joseph B. Fuller and Christopher Payton
      On a mission to "automate the on-demand economy," Harvard Business School classmates Marcela Sapone and Jessica Beck launched Hello Alfred in 2013 to provide subscribers with an "Alfred" to complete various chores for a monthly fee. In early 2016, the company has built...  View Details
      Keywords: Growth and Development Strategy; Internet and the Web; Business Startups; Service Operations; Mobile and Wireless Technology; Service Industry; New York (city, NY); Boston
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      Fuller, Joseph B., and Christopher Payton. "Hello Alfred: Come Home Happy — Operating the Business Model Exercise, Instructor Version." Harvard Business School Spreadsheet Supplement 321-707, May 2021.
      • January 2020 (Revised July 2020)
      • Supplement

      MoviePass: The 'Get Big Fast' Strategy

      By: Benjamin C. Esty and Daniel Fisher
      In August 2017, MoviePass dramatically lowered its subscription price from $50 per month to just $10 for up to one movie per day. The idea was to rapidly scale the business to the point where they could generate incremental revenue streams form related businesses...  View Details
      Keywords: Market Entry; Growth Strategy; Profit Vs. Growth; Subscription Business; Cash Burn; Data Analytics; Get-big-fast; Buyer Power; Strategy Implementation; Movie Industry; Racing; Business Strategy; Value Creation; Consolidation; Cash Flow; Growth Management; Business Startups; Entrepreneurship; Disruptive Innovation; Mobile Technology; Motion Pictures and Video Industry; Entertainment and Recreation Industry; Advertising Industry; Information Industry; United States
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      Esty, Benjamin C., and Daniel Fisher. "MoviePass: The 'Get Big Fast' Strategy." Harvard Business School Spreadsheet Supplement 720-854, January 2020. (Revised July 2020.)
      • March 2019 (Revised July 2020)
      • Case

      MoviePass: The 'Get Big Fast' Strategy

      By: Benjamin C. Esty and Daniel W. Fisher
      In August 2017, MoviePass dramatically lowered its subscription price from $50 per month to just $10 for up to one movie per day. The idea was to rapidly scale the business to the point where they could generate incremental revenue streams from related businesses...  View Details
      Keywords: Market Entry; Growth Strategy; Profit Vs. Growth; Subscription Business; Cash Burn; Data Analytics; Get-big-fast; Buyer Power; Strategy Implementation; Movie Industry; Racing; Entrepreneurship; Market Entry and Exit; Growth and Development Strategy; Business Strategy; Value Creation; Disruption; Motion Pictures and Video Industry; United States
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      Esty, Benjamin C., and Daniel W. Fisher. "MoviePass: The 'Get Big Fast' Strategy." Harvard Business School Case 719-455, March 2019. (Revised July 2020.)
      • November 2017 (Revised July 2019)
      • Case

      Project Moab at Hulu

      By: C. Fritz Foley and James Weber
      In 2015, Elaine Paul, CFO of Hulu, and the rest of the senior leadership team, must decide if they should offer a new, advertisement-free subscription service. At the time Hulu distributed a wide variety of content including in season current programing and earned...  View Details
      Keywords: Video On Demand; Subscriber Models; Media; Business Model; Decision Choices and Conditions; Media and Broadcasting Industry; Entertainment and Recreation Industry; United States
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      Foley, C. Fritz, and James Weber. "Project Moab at Hulu." Harvard Business School Case 218-050, November 2017. (Revised July 2019.)
      • January 2017
      • Supplement

      Hello Alfred: Come Home Happy — Operating the Business Model Exercise

      By: Joseph B. Fuller and Christopher Payton
      On a mission to "automate the on-demand economy," Harvard Business School classmates Marcela Sapone and Jessica Beck launched Hello Alfred in 2013 to provide subscribers with an "Alfred" to complete various chores for a monthly fee. In early 2016, the company has built...  View Details
      Keywords: Growth and Development Strategy; Internet and the Web; Business Startups; Service Operations; Service Industry; New York (city, NY); Boston
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      Fuller, Joseph B., and Christopher Payton. "Hello Alfred: Come Home Happy — Operating the Business Model Exercise." Harvard Business School Spreadsheet Supplement 317-705, January 2017.
      • September 2016 (Revised February 2017)
      • Case

      MyTime

      By: Juliane Begenau and Robin Greenwood
      Ethan Anderson, the CEO of San Francisco–based e-commerce company MyTime, must decide on the company's growth strategy. MyTime’s first product was a website and mobile app that offered consumers a convenient way to book appointments with local merchants throughout the...  View Details
      Keywords: Customer Valuation; Discounted Cash Flow; Software; Valuation Methodologies; Subscriber Models; Financial Management; Corporate Finance; Growth and Development Strategy; Valuation; Applications and Software; Information Technology Industry; North and Central America
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      Begenau, Juliane, and Robin Greenwood. "MyTime." Harvard Business School Case 217-026, September 2016. (Revised February 2017.)
      • 2012
      • Other Book

      Redefining German Health Care: Moving to a Value-Based System

      By: Michael E. Porter and Clemens Guth
      The German health care system is on a collision course with budget realities. Costs are high and rising, and quality problems are becoming ever more apparent. Decades of reforms have produced little change to these troubling trends. Why has Germany failed to solve...  View Details
      Keywords: Health
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      Porter, Michael E., and Clemens Guth. Redefining German Health Care: Moving to a Value-Based System. Heidelberg: Springer, 2012.
      • December 2004 (Revised October 2017)
      • Background Note

      Subscriber Models

      By: Mihir Desai, Robin Greenwood, Scott Mayfield and Lucy White
      Introduces the subscriber model as an alternative valuation framework for firms whose revenues can be traced to repeated transactions with customers.  View Details
      Keywords: Valuation; Corporate Finance
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      Desai, Mihir, Robin Greenwood, Scott Mayfield, and Lucy White. "Subscriber Models." Harvard Business School Background Note 205-061, December 2004. (Revised October 2017.)
      • June 2002 (Revised July 2002)
      • Case

      NTT DoCoMo: Marketing i-mode

      By: Youngme E. Moon
      i-mode is a wireless Internet service offered in Japan by NTT DoCoMo. In just three years, the service has won over 30 million subscribers and achieved a 60% share of Japan's mobile Internet market, making it the most successful mobile data service in the world. It is...  View Details
      Keywords: Price; Marketing; Marketing Channels; Market Entry and Exit; Market Participation; Success; Competition; Internet and the Web; Technology Adoption; Mobile and Wireless Technology; Telecommunications Industry; Japan
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      Moon, Youngme E. "NTT DoCoMo: Marketing i-mode." Harvard Business School Case 502-031, June 2002. (Revised July 2002.)
      • January 2001
      • Case

      Valuing Project Achieve

      By: Mihir A. Desai and Kathleen Luchs
      Project Achieve is a start-up providing information management solutions for schools. Its founders see a need for software both to manage the volumes of information necessary to administer a school and to connect parents, teachers, and students in a more effective way....  View Details
      Keywords: Business Startups; Valuation; Venture Capital; Cost of Capital; Cash Flow; Forecasting and Prediction
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      Desai, Mihir A., and Kathleen Luchs. "Valuing Project Achieve." Harvard Business School Case 201-080, January 2001.
      • December 2000 (Revised November 2001)
      • Case

      Rise and Fall of Iridium, The

      By: Alan D. MacCormack and Kerry Herman
      Examines the history of Iridium Communications, a provider of mobile satellite services. Discusses the genesis of Iridium's technical design, then follows the venture through various stages of development. Describes Iridium's attempts to build a subscriber base after...  View Details
      Keywords: Information Technology; Business Model; Business Growth and Maturation; Organizational Structure; Mobile and Wireless Technology; Telecommunications Industry
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      MacCormack, Alan D., and Kerry Herman. "Rise and Fall of Iridium, The." Harvard Business School Case 601-040, December 2000. (Revised November 2001.)
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