Millennials are taking a special interest in subscription services because of the flexibility, as well as the ability to pay little for something worth more. Tien Tzuo, CEO of the subscription billing company Zuora, addressed this trend during an interview with Forbes. “Over the past few years we’ve seen a seismic shift in growth strategies for business brought about by a growing preference on the part of both businesses and consumers to subscribe to services, rather than buy products.” Tzuo went on to point out some of the biggest attractions to these services. “Companies are allowing their customers the adaptability to either pay as they go, or pay per subscription monthly, or via a long-term contract. The point is to have flexibility.” Millennials continue to demonstrate their preference for access rather than ownership, The vast majority of subscription services do not require an upfront financial commitment. The feature that allows customers the capability to instantly leave these programs for a “better offer” is seen as a comfort & benefit. Marketers have realized that there is a great need and focus to provide real time product & inventory that is competitively priced.