ABSTRACT
Value in transformed behaviour is at the intersection of experience with expectation. Transformed behaviour seeks new territories for manifestation, and this is the critical aspect in understanding how organizations need to transform, to meet the challenge of the subscription economy. Once people migrate from 'consumer' to 'user', they seek the convenience of the closest platform available for everything they engage with in life. The idea of purchasing something was connected to the experience of being able to touch it. The current value proposition of physical retail spaces is predicated on the experience of tactility and immediate possession of the purchase. An advantage of online shopping is the ability of a consumer to read reviews and information about a product, insights which are never available in stores and insights that are most of the time free of bias. The transition in behaviour leading to the subscription economy is a shift toward minimizing action, saving time and energy and maximizing user benefit.
