People who actively think about buying regard it as a necessity when there is a need or a few needs to be filled in their life. The goal of a technology or a software should be to satisfy those needs so that the users see it as worthwhile investment to pay for it.
Thinking in terms of strategy is crucial in any venture, be it for brand new start ups, up-and-coming companies or established players.
With the advent of the internet, the subscription model has become more and more common. When network television used to rule the roost, there came the challenge of cable television which let people subscribe to particular sets of channels. Now, with streaming video services like Netflix, the consumer has an abundant choice of shows and movies delivered with a simple subscription. Similarly when it comes to marketing, the old form of mass advertisements has of late been overshadowed by concepts such as permission marketing which is based on consumers opting in.