It can be expensive to get a customer to surrender the optionality of buying the product 'just in time.' Buying just in time increases the ability of the consumer to direct their cash to new uses if conditions change. 25iq.com/2018/08/11/how… Subscriptions aren't always workable.
The less cash a consumer has the more valuable optionality is to them. A cash-poor consumer will pay more on a unit basis to buy just what they need (eg., a dollar store or using a prepaid phone) even though they pay more per unit of consumption. The rich buy more subscriptions.
Prepaid mobile was invented because some customers couldn't pass a credit check, valued optionality a lot and churned more. Churn is reported as an average but actual churn rates can vary based on factors like sales channel, demographics, license term etc. 25iq.com/2018/01/20/sup…
