[Edaily Reporter Choi Oh-hyun ] SamsungElectronics is completely revamping its home appliance subscription service to mark the second anniversary of its launch. Along with the launch of services targeting newlyweds and seniors, the company is also expanding into the business-to-business (B2B) subscription market. This move demonstrates the company’s commitment to strengthening a business model that goes beyond simply selling a single appliance to fostering long-term relationships with customers through subscriptions.

SamsungElectronics announced on the 28th at the Samsung Store Cheongdam in Gangnam-gu, Seoul, that it is rebranding its existing “AI Subscription Club” as “Samsung AI Subscription.” In addition to changing the service name, the company has expanded management services tailored to customers’ lifestyles at each stage of their life cycle and broadened customers’ choices.

Lim Seong-taek, Executive Vice President of SamsungElectronics Korea, explained, “Just one year after the launch of BluePass, we are on the verge of reaching 1 trillion won in sales,” adding, “While using home appliances, customers often face concerns and hassles, but Samsung Subscription offers the convenience of having professional engineers handle maintenance.”

SamsungElectronics made its full-scale entry into the home appliance subscription market in December 2024 with the launch of the “AI Subscription Club.” Under this model, customers pay a monthly subscription fee to use home appliances such as refrigerators, TVs, washing machines, and dryers. Blue Pass is a convenience service package—covering installation, usage, and after-sales service—provided to subscribers. It includes an after-sales service fast track, AI preemptive care alerts, SmartThings setup, scheduled installations, and additional product inspections.

The key focus of this reorganization is expanding the customer base. By segmenting “Blue Pass”—which previously managed everything from installation to after-sales service for existing subscription products—the company has introduced the “Newlywed Pass” for newlyweds and single-person households, and the “Easy Care Pass” for senior customers. The Newlywed Pass includes services such as inspecting the condition of home appliances after moving and cleaning services available at night and on public holidays. The Easy Care Pass offers regular consultations and a dedicated consultation channel for senior customers.

The company has also expanded its pricing options. It is introducing a new “Visit Care Light” plan, which reduces subscription fees by limiting the number of engineer visits and specialized services. The company explains that for certain air conditioners, this plan can lower the monthly subscription fee by more than 10% compared to the existing Visit Care plan, based on a 6-year contract. The maximum upfront payment for products has also been increased from 30% to 50%. This is to allow customers to choose a subscription payment method that suits their financial situation.

SamsungElectronics announced that, with this rebranding, it will begin expanding its subscription business in earnest into the B2B sector. First, it will target public institutions and corporate customers—including hotels, healthcare facilities, and financial institutions—by connecting and supplying water purifiers, air conditioners, refrigerators, and other appliances needed at each location through a single platform. The plan is to reduce the burden on business customers by lowering the initial cost burden associated with large-scale appliance adoption and converting initial investment costs into operating expenses.

Vice President Lim explained, “We will support businesses so they can operate with minimal operating costs and maximum benefits,” adding, “In particular, for facilities requiring 24-hour stable operation—such as hospitals, nursing homes, and lodging facilities—we have established a specialized management program that enables preventive maintenance and immediate response.”

Corporate customers can schedule product maintenance at their preferred times, taking into account their business hours. Additionally, the company has introduced a service that ensures a technician visits within 48 hours of a service request, helping to minimize disruptions to business operations caused by appliance malfunctions.

In addition, the company has introduced services designed to enhance convenience for corporate customers, such as the “Engineer Assignment System,” which assigns a dedicated engineer to each business location to ensure stable management, and the “One More Service,” which allows for a free inspection of one additional SamsungElectronics product during a scheduled visit.

The home appliance industry is focusing on subscription models because they allow companies to secure stable, long-term revenue beyond one-time product sales and keep customers locked into their ecosystems. SamsungElectronics is also expanding its subscription scope from lifecycle-based services for individual customers to corporate customers, shifting the competitive focus in the home appliance market from “sales” to “continuous customer management.”

To commemorate the second anniversary of the launch of its subscription service, SamsungElectronics is running a promotion offering up to 20% off subscriptions through October 31 at online and offline stores, including Samsung.com, Samsung Store, and Electronics Land.