These new generation dishwashers work with a subscription

© V-Zug

L& #8217;purchase of a dishwasher has just taken an unexpected turn in Switzerland. A tenant discovered that his new V-Zug appliance was hiding a secret: some programs were locked behind a paywall. A term well known to players or readers of the national daily press.

A revelation that can only make us want to throw dishes across the kitchen. Are we therefore condemned to paying a subscription for everything we own, or even to use a license ?

Netflix in the kitchen

Imagine opening your brand new dishwasher, ready to explore its features, only to discover that you have to pay a monthly fee to access them. That's exactly what happened to a Swiss tenant.

The brand new V-Zug appliance installed by the landlord offered special programs, such as a cycle dedicated to beer glasses, for a subscription of 12 Swiss francs (12 euros) per year. A sum that is not very much, certainly, but it suggests a dystopian future where every item present in our home would require a subscription.

This approach marks a radical change in the household appliance industry. Traditionally, purchasing an appliance logically gave access to all its functions. Now, V-Zug is testing a model where the basic appliance comes with options locked behind a paywall. A shame when you have to pay to get the appliance.

What does the brand say about this household appliance disgrace ?

V-Zug defends its strategy by highlighting the flexibility offered to consumers. The company says its “V-Upgrade” offerings are already proving popular. The idea is to allow users to customize their dishwasher to their specific needs, without paying for features they'll never use.

In concrete terms, Each additional program costs about one Swiss franc per month. V-Zug does not rule out future adjustments, in the manner of a video streaming service that would regularly increase its prices once users are caught in its net.

The industry divided in the face of this innovation (for now)

© Unsplash/Sidekix Media/Presse-citron

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The competition is watching this experiment closely. Miele, which is preparing to launch its own connected devices, has already taken a position. The company assures that its additional programs and updates will remain free< /strong>. Electrolux, for its part, is not currently considering switching to a subscription model.

This divergence of approaches reflects the uncertainties of the market in the face of this new economic model. Manufacturers are seeking to balance innovation, profitability and customer satisfaction in a sector undergoing rapid technological change.

Consumers face a difficult choice

The arrival of these new generation dishwashers presents consumers with a dilemma. On the one hand, the promise of an evolving appliance that adapts to their needs over time. On the other hand, the prospect of having to pay continuously for features that were once included in the purchase price.

A model inspired by digital

V-Zug's approach is reminiscent of the strategies of digital giants. Software, mobile applications and streaming services have accustomed consumers to subscription models and microtransactions. The‘home appliances seem to want to follow this path.

If this model is already morally borderline for immaterial goods, its application to everyday physical objects seems downright abject.

The introduction of these subscription dishwashers marks the beginning of a new era for home appliances. Beyond practical and economic considerations, it is our relationship with everyday objects that could evolve.

This trend is part of a broader movement of servitization of the economy. Objects are becoming platforms for constantly evolving services. One thing is certain, if success is there for the first investigator of this economic model, other manufacturers will not hesitate to follow suit.

• New generation dishwashers offer programs accessible only by subscription
• This approach divides the industry, with some manufacturers opposing it (for now)
• This economic model could redefine our relationship with household appliances and everyday technology

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