A Swiss tenant is surprised to discover that his new dishwasher hides programs behind a paid subscription. If this new strategy intrigues some, it leaves others skeptical. Do we really have to pay to wash more efficiently?
Open your dishwasher and discover that certain features are hidden behind a paid subscription? This is the astonishing experience that a Swiss tenant had and that SRF tells us. After receiving a brand new model from the V-Zug brand, he learned that to access certain special programs such as a cycle dedicated to beer glasses, he would have to pay 12 francs per year.
Connected to a mobile application, the device promises regular updates and new features. So far, so good. But surprise: To use some programs, a subscription is required.
“We discovered that new features were available, but you had to pay to access them”
The tenant, cited by SRF
A new era of household appliances
With this strategy, V-Zug is making a bold bet: transform your household appliances into à la carte services. An economic model reminiscent of software or streaming, but which could clash with consumer habits. Do you really have to pay for a specific dishwasher program?
According to the brand, this flexibility allows users to customize their devices according to their needs.
“Our V-Upgrade offers are already very successful”
V train
For one Swiss franc per month per program, customers can expand the possibilities of their machines. And if the prices are still moderate, the company does not rule out adjustments in the future.
The competition keeps its programs free
Questioned by SRF, Miele and Electrolux remain more traditional. Miele, which is preparing to launch its own connected devices, ensures that its additional programs will remain free, as will updates. Electrolux, for its part, does not plan to move to a subscription model at this time.
As connected objects revolutionize our habits, how will consumers react? Some may be reluctant to pay for what was once included in the purchase price. Others, on the other hand, may welcome the flexibility of an “à la carte” offer. The question remains open, mbut it could well redefine our relationship with our everyday devices.
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