[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 the customer lifecycle and broadened customer choice.

Lim Seong-taek, Executive Vice President of SamsungElectronics Korea, explained, “Just one year after the launch of BluePass, we are on track to reach 1 trillion won in sales,” adding, “While using home appliances, customers often face concerns and hassles, but the convenience of having professional engineers manage them through Samsung Subscription is the reason for its popularity.”

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. BluePass is a convenience service package—covering installation, usage, and after-sales service—provided to subscribers. It includes an after-sales service (AS) fast track, AI preemptive care alerts, SmartThings setup, scheduled installations, and additional product inspections.

The core 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 provides 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 ratio for products has also been increased from 30% to 50%. This is to allow customers to choose a subscription payment method that best suits their financial situation.

SamsungElectronics announced that, with this rebranding, it will begin expanding its subscription business into the B2B sector in earnest. The initial plan is to target corporate customers—including public institutions, hotels, healthcare facilities, and financial institutions—by connecting the water purifiers, air conditioners, refrigerators, and other appliances needed at each location through a single platform. The company plans to reduce the burden on business customers by lowering the initial cost burden associated with bulk appliance purchases 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 locations requiring stable 24-hour operation—such as hospitals, nursing homes, and lodging facilities—we have established a specialized management program that enables preventive maintenance and immediate response.”

Corporate subscribers to BluePass can have their appliances serviced at times that suit their needs, taking into account their business hours. The company has also 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. Furthermore, the company offers services designed to enhance convenience for business 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 customers to receive a free inspection of one additional SamsungElectronics product during an on-site 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 ecosystem. SamsungElectronics is also expanding its subscription scope from life-cycle-based services for individual customers to corporate customers, shifting the competitive focus in the home appliance market from “sales” to “ongoing 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.