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We charge a subscription for insights. People were furious at first. But the hardware is the sensor. The software is the product. Without the subscription, we'd just be selling a dumb ring.
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We are a subscription company that happens to give you hardware. The strap is free. The insights are what you pay for. That flips the entire wearables business model.
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The membership model creates predictable revenue. Skip-the-month gives flexibility. Customers get value. We get loyalty.
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Some members forget to skip the month. That's a real problem we address with better notifications and easier cancellation.