Consumers are averse to additional subscription fees and there might be a “subscription fatigue” thing going on.
But subscriptions are key to our business model at CUJO (getcujo.com) and our product wouldn’t work without it.
The key is to display the value you are providing each month or each year. Something like Nest might make more sense with yearly or multi-year subscriptions. Nobody deactivates a thermostat for one month and then reactivates it the next. If you have a thermostat, you’re using it.