Samsung Electronics Co., Ltd.: One in Three Major Home Appliances Is a Subscription Product; B2B Service Also Introduced

[Financial News] Samsung Electronics Co., Ltd. is expanding the management options available with its home appliance subscription service and extending the service to corporate customers. With one in three major appliances sold at Samsung Stores being a subscription product, the company is enhancing services tailored to customers’ needs, from delivery and installation to maintenance.
On the 27th, Samsung Electronics Co., Ltd. said it had revamped its existing service as “Samsung AI Subscription” to mark the second anniversary of the launch of its home appliance subscription service. It has expanded the options available based on customers’ life stages and product management preferences, and added business-to-business (B2B) subscription services for public institutions, hotels, medical facilities and financial institutions.
Samsung Electronics Co., Ltd. launched “Samsung AI Subscription Club” in 2024 and introduced “Blue Pass,” a premium care service exclusively for subscription customers, last year. According to survey results released by the company, awareness of the subscription service rose from 44% in 2024 to 71% in July this year. The leading source of satisfaction among subscription customers was “fast and convenient after-sales service” (43%), while 75% said they would give Samsung appliances priority consideration in the future.
The revamped service adds “Newlywed Pass” for newly married couples and “Easy Care Pass” for senior customers. Newlywed Pass includes “furniture restoration,” which restores cabinetry when an appliance is removed; a comprehensive inspection to check that appliances are working properly after a move; and scheduled cleaning that is available at night and on public holidays.
Easy Care Pass offers “Peace of Mind Care Calls,” in which specialist counselors call regularly to advise customers when to replace consumables and how to use their products. It has also introduced a dedicated service channel for seniors, with consultations conducted at a pace suited to each customer’s speech.
The number of product management options has increased to four with the addition of “Visiting Care Lite” to free repair service, self-care and Visiting Care Premium. With Visiting Care Lite, customers replace simple consumables such as filters themselves, while leaving professional diagnostics and internal cleaning to engineers. The number of home visits and specialized services can be adjusted according to the product and scope of care, helping reduce subscription costs. This allows the service package to vary even for the same appliance, depending on how much of its care the customer can handle themselves.
The existing Blue Pass offers “Installation at Your Chosen Time,” allowing customers to receive products on their preferred date and time; “Same-Day Installation Guarantee,” with installation that afternoon for orders placed in the morning; and support for connecting Samsung SmartThings. During use, “AI Proactive Care Notifications” alert customers to signs of potential issues, and “AS Fast Track” provides priority assistance in the event of a breakdown. It also offers “One More Service,” an additional inspection of other Samsung appliances during a home care visit.
“B2B AI Subscription” for corporate customers reduces the upfront cost burden of adopting appliances in bulk and provides free after-sales service and regular maintenance for up to six years. The separately introduced “B2B Blue Pass” includes “Scheduled Intensive Care,” tailored to each business’s operating schedule; “48-Hour Emergency Dispatch,” with an engineer visiting the site within 48 hours, calculated on a business-day basis, after an after-sales service request; and an “Assigned Engineer” system that designates a dedicated engineer for each business site.
The service enables financial institutions to receive regular inspections outside business hours and helps medical facilities reduce operational downtime caused by equipment malfunctions by using emergency dispatch services.


[email protected] Park Ji-yeon Reporter