Samsung Electronics (005930.KS) is expanding its home appliance subscription business, which is approaching 1 trillion won ($720 million) in revenue. The company is renaming its existing "AI Subscription Club" to "Samsung AI Subscription" and breaking down appliance care services by customer life stage, including newlyweds and older adults. It is also launching a business-to-business subscription service aimed at corporate clients.
"Samsung AI Subscription, together with Blue Pass, is approaching 1 trillion won in revenue just one year after launch, excluding mobile," Lim Sung-taek, executive vice president and head of Samsung Electronics' Korea operations, said on the 28th at Samsung Store Cheongdam in Seoul's Gangnam district, where he unveiled the revamped subscription service.
Samsung Electronics introduced its home appliance subscription service in 2024, followed last year by Blue Pass, which handles everything from product installation to after-sales service.
The revamp focuses on strengthening customized care for each customer group. To that end, the company is introducing a "Newlywed Pass" for newly married couples and single-person households, and an "Easy Care Pass" for older customers.
The Newlywed Pass targets newlyweds and single-person households that buy several appliances at once or move frequently. It offers safety inspections when moving, restoration of furniture damaged during the installation or removal of dishwashers and robot vacuums, and cleaning services scheduled for evenings and holidays. The Easy Care Pass provides a "care call" service that explains by phone when to replace consumables and how to use products, along with a dedicated consultation channel for older customers.
Samsung also added "Visit Care Lite," which lets customers choose their own level of product maintenance and price. The plan lowers subscription fees in exchange for fewer visits by specialist engineers and fewer specialized services. Customers who choose it can cut subscription fees by more than 10% on a six-year contract.
Beyond individual customers, the company is launching "B2B Samsung AI Subscription" for corporate clients including public institutions, hotels, and medical and financial firms. The service is designed to reduce the upfront cost of bulk product purchases and provides free after-sales service for up to six years. Corporate clients also gain access to scheduled intensive care, 48-hour emergency dispatch, and a dedicated engineer system.
"We plan to continue Blue Pass innovations that cover the entire subscription process, from appliance sales to delivery, installation and repair, and to deliver a differentiated subscription experience by bringing convenience to daily life with Samsung AI appliances," Lim said.
Samsung Electronics is also running a second-anniversary subscription promotion through the end of October, offering discounts of up to 20% and membership points worth up to 6 million won. The company is raising the share of subscription fees that customers can prepay to 50% from 30%.
