1. Capability-driven growth. These are packages that represent an expanded set of capabilities of your product or service that your customer/subscriber may require as their needs or their business expands. For example, if you sell a customer service application, the ability to send customer communications in multiple languages may only be required by more mature businesses, or businesses that expand to different geographies over time.
2. Consumption-driven growth. These are dimensions or units that represent a higher use or adoption of the same base set of capabilities by your customer. To follow the same example of the customer service application above, a business adding more users to the system over time, or storing more data would be examples of consumption-driven growth. In this case, your customers are using the same set of capabilities they started with, but just using more of it.
We often see businesses only focus on one or the other. However, in the Subscription Economy your business will continue to innovate and deliver more value to your customers, and your customers will hopefully use more of your product over time.
This two-dimensional design approach to pricing ensures that your product innovation, as well as increased adoption by your customers, will both drive increased value and revenue for your customers and your business.