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 its management services tailored to the customer lifecycle and broadened customer choice. Lim Seong-taek, Executive Vice President of SamsungElectronics’ Korea Operations, explained, “Just one year after the launch of BluePass, we are on track to reach 1 trillion won in sales,” adding, “The convenience of having professional engineers manage the devices is the reason for its popularity.”
SamsungElectronics made a 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 TVs, refrigerators, washing machines, and dryers. In September of last year, the company launched “Blue Pass,” which provides subscription service users with additional management services, including installation, usage support, and after-sales service.
The core of this reorganization is the segmentation of the customer base. 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 inspections of appliance condition after moving and cleaning services available at night and on public holidays. Customers can also receive a service to restore cabinetry when dishwashers or robot vacuums are removed. The Easy Care Pass provides a service where consultants regularly call to replace consumables and offer guidance on product usage, ensuring seniors can use their appliances conveniently. The company also operates a dedicated consultation channel tailored to seniors.
The company has also expanded 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 explained that, for certain air conditioners, this plan lowers the monthly subscription fee by more than 10% with a 6-year contract. The company has also increased the upfront payment ratio from a maximum of 30% to 50%, allowing customers to choose a payment method that suits their financial situation.
With this revamp, SamsungElectronics is officially launching its B2B subscription business. It will offer the “B2B Samsung AI Subscription” service to corporate customers, including public institutions, hotels, healthcare facilities, and financial institutions. The company explains that this reduces the initial cost burden for businesses requiring large quantities of products while converting investment costs into operating expenses, thereby easing the financial burden on business customers. In addition, “B2B Blue Pass” subscribers receive: △ Timed, Intensive Care △ 48-Hour Emergency Response △ Dedicated Engineer Assignment △ “One Extra” Service. The goal is to help minimize operational disruptions caused by home appliance breakdowns. From SamsungElectronics’ perspective, this move is expected to improve profitability in the corporate market.
One in three major SamsungElectronics home appliance buyers is opting for a subscription service. The home appliance industry is focusing on subscriptions because they allow companies to secure stable, long-term revenue beyond one-time product sales and keep customers locked into their ecosystem. Kim Yong-hoon, Head of the CE Team at SamsungElectronics Korea, explained, “Awareness of subscription services rose to 71% in July of this year, and 75% of respondents said they would prioritize Samsung appliances when making future purchases.” He added, “This indicates that subscriptions are establishing themselves not merely as a purchasing method, but as an experience that fosters a lasting relationship with Samsung.”
Based on the assessment that an increasing number of consumers view online video services (OTT), membership programs, and AI subscription services as necessities, SamsungElectronics plans to collaborate with the three major telecom carriers on subscription services. This initiative was inspired by telecom plans that bundle OTT and membership benefits. Meanwhile, 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.
