To Sub or Not to Sub

One of the best writing tools for Mac and iOS, Ulysses, moved from a flat purchase to a subscription model this week, and it’s made some waves by doing so.

The problem this change is trying to solve is all tied up in the conflict of apps and consumer expectations. We expect to pay for something once, and then be free to use it forever. That’s how hardware works, its how media works, in fact most of the world does and has always functioned on the “pay for this thing and it’s yours to keep” model. But if that thing is a piece of software, do you own just that version of the app? Or do you also own updates for years after that because of your one time payment?

The world of desktop software mostly avoided this problem by using substantial feature updates as iterations of and break points from earlier software. Their name stayed roughly the same, but was reflected as newer and better by using numbers (Photoshop 7) or years (Office ‘98).

Mobile apps tried this as well, but the upgrade rate from one to the next seems pretty bad. After all, if you can keep using the outdated app you own, what’s the incentive to pay for a slightly better version that needs you to learn all its new stuff? I’m guilty of doing this from time to time, and when I do skip an update, I find myself using it less and eventually giving up on it entirely.

Further complicating this mess, is the fact that most people with smartphones feel entitled to free software for their devices. After shelling out hundreds of dollars for a handheld computer they don’t want to pay for the apps needed to use it how they intended. Instead, they expect developers to live like monks, creating apps for the love of it, living off donations or mana from the heavens.

Subscriptions, are the middle ground between asking what the app is worth (which most users would balk at), and never getting paid for the work you do. You can ask for a smaller amount, have that fee unlock the app across platforms/devices, and support further development and updates. With luck, your current members stay subscribed once their free period is over, and you can more easily convince new users to pay up since the fees are distributed over time in smaller amounts.

That pitch worked on me, even though I don’t need another writing app. But I do want to support developers moving their business, and the entire industry, toward a more sustainable business model. I want to see new apps that push boundaries and employ awesome people. I’d rather pay a little money for great software then rely on giant companies selling my data to put out an app I can deal with. And, the lazy side of me would honestly rather pay a subscription fee for a constantly improving app, then jump to new versions every year or two.

Plus, it’s kinda funny to think of that recurring payment as mana falling from the heaven of my bank account. I’m not saying that makes me a god to them, but I’m not saying it doesn’t either.

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