TRANSFORMATION OF BUSINESS MODELS IN THE CONTEXT OF THE SUBSCRIPTION ECONOMY

Abstract

The article examines the subscription-based business model as a strategic and operational framework for transforming enterprises in the context of the evolving subscription economy. The research focuses on the shift from traditional one-time transactional sales toward models of recurring access, which are based on continuous customer interaction, predictable repeated payments, and the long-term delivery of customer value. The study emphasizes that within the subscription economy, value creation is no longer episodic but becomes a continuous and cyclical process that requires enterprises to rethink their product design, service logic, operational architecture, and approaches to customer relationship management. It is substantiated that the implementation of subscription models involves not only changes in pricing and monetization mechanisms but also a comprehensive transformation of business processes, including service standardization, digital infrastructure development, data-driven personalization, and customer experience management. The article analyzes global trends in the development of the subscription economy and highlights the expansion of subscription models beyond digital industries into traditional sectors such as retail, logistics, and financial services. A structured approach and a step-by-step algorithm for implementing subscription-based business models under conditions of regular customer service are proposed, covering the stages of value identification, service design, operational execution, monetization, and continuous improvement. Particular attention is paid to factors influencing customer retention and long-term loyalty, as well as to strategic, operational, and behavioral risks associated with subscription adoption, including customer churn, subscription fatigue, innovation inertia, and technological readiness constraints. It is argued that a systematic and integrated transformation toward subscription-based models enables enterprises to enhance financial sustainability, increase revenue predictability, and strengthen competitiveness in dynamic and uncertain market environments.