For B2C companies, net user growth is the key metric. Successful B2C companies increase subscriber acquisition rates with rapid pricing experimentation, increase retention and ARPA by tailoring offerings based on behavioral insights and willingness to pay, and increase capture rates by taming the complexity of electronic payments. Their challenges

Simply put, the world is moving from products to services. Subscriptions are exploding because billions of digital consumers are increasingly favoring access over ownership, but most companies are still built to sell products.