In global companies such as GE, Apple, IBM and others, the business model shift to subscription economy is progressing rapidly. The main reason is that the needs of customers have been changed from “own” to “use”, and the companies live in the difficult world that not to continue growing every month, every year, through the traditional “Product Selling Model”. This transformation has already begun in many industries such as manufacturing industries around the world, high-tech, media, communications, education, etc. In this Keynote, Tien focused on “Subscription” and talked about the reason why you need shifting to subscription now. In addition, we will introduce the requirements for success through case studies.