How Fender is Applying the Concepts of SaaS Software
At one point in my teenage years I played guitar.
guitars were iconic then and still are. I read recently how, without losing any of the previous brand and product cachet or changing the existing products, Fender has added some software aspects to their offerings.
is the most interesting and has many of the product features that have been learned from SaaS software. I found this
interview in Rolling Stone
with the CEO of Fender enlightening, he's clearly a creative leader.
Fender Play is a subscription based online application that teaches you how to play guitar. You can sign up for a free trial, pay by the month or sign up for a yearly subscription. Although they don't talk about it specifically, there is an easy customer journey to track through the lessons and so there is a lot of opportunity to measure customer engagement through the use of analytics.
The product has been designed around customer research and they discovered that if someone practices for a year they are likely a long term guitar player. This provides a pipeline of potential long term customers. You do not need to have a Fender guitar or other equipment although there is certainly a connection and opportunity. They do give a discount on Fender equipment to annual Fender Play subscribers.
I think this is a great example of how the concepts of SaaS -- customer intimacy, easy to use software, short time to value and subscriptions can be applied to other businesses. Or maybe this is the excuse you needed to pick up your guitar again. Or maybe it's an idea for the upcoming holidays which Fender said is their busiest time from subscriptions.