Samsung Electronics launches B2B AI subscription service

Samsung Electronics is overhauling its home appliance subscription service as it marks its second anniversary, launching a new business-to-business offering aimed at corporate customers. The move reflects the company's strategy to expand its subscription footprint as sales growth in the segment gains momentum.

At a media briefing held Monday at Samsung Store Cheongdam to mark the second anniversary of Samsung AI subscription, Samsung Electronics Korea Vice President Im Seong-taek said the company was "introducing a new B2B Samsung AI subscription to mark the service's second year," adding that it would "help businesses operate without burden through minimum operating costs and maximum benefits."

The primary targets are facilities that require round-the-clock stable operations — public rental housing, dormitories, accommodations, hospitals and care homes. Because corporate customers typically buy large quantities of products at once, the upfront cost burden can be significant, and the subscription model is designed to ease that strain.

"When running a restaurant or an office, the initial fixed costs — like buying home appliances — can be an enormous burden," Im said. "We expect that reducing upfront investment costs through AI subscription will raise the chances of business success."

Corporate customers who sign up for the tailored "B2B Blue Pass" service will receive product management support from dedicated B2B engineers at Samsung Electronics Service and Samsung Electronics Logitech, customized to each company's operating environment.

The package includes up to six years of free after-sales service, a scheduled intensive care service that manages products at times and intervals of the customer's choosing, and a 48-hour emergency dispatch service for rapid engineer visits to ensure uninterrupted operations. Banks, for instance, can receive after-sales service outside business hours, while hospitals that run air conditioners and other appliances around the clock can access emergency support.

The B2B expansion appears to be driven by the recent surge in subscription sales. Samsung Electronics upgraded its subscription service last September when it introduced Blue Pass — a dedicated care service — to its AI Subscription Club, a move the company said significantly boosted customer satisfaction.

"Samsung AI subscription with Blue Pass, which we first introduced last year, has been warmly received by customers and is now approaching 1 trillion won ($740 million) in subscription sales within just one year of launch," Im said.

Samsung Electronics said its goal is not simply to improve profitability but to establish home appliance subscription as a new business model. The company noted that holding a media briefing focused on a service restructuring — rather than a product launch — was itself an unusual step, taken to signal its deeper commitment to the business.

"We need to move forward with the conviction that the home appliance market must shift to subscriptions," Im said. "Having worked in many countries, I believe South Korean consumers are highly receptive, and I expect a new ecosystem and home appliance business model to take root here."

Samsung Electronics is also rebranding from "AI Subscription Club" to "Samsung AI subscription" and adding two new service tiers under Blue Pass: "Newlywed Pass" and "Easy Care Pass."

Newlywed Pass is tailored to newlyweds and single-person households who buy multiple appliances at once for a new home or move frequently. It includes a post-move inspection service in which a professional engineer checks that all appliances are functioning properly after a move, as well as a scheduled cleaning service designed for dual-income couples.

Easy Care Pass is designed to help senior customers make full use of the convenient features on Samsung AI appliances. Subscribers receive a "Comfort Care Call" service, in which a consultant calls regularly to guide them through consumable replacements and product usage.

To mark the subscription service's second anniversary, Samsung Electronics will run a promotion offering discounts of up to 20% on subscriptions at online and offline stores through the end of next month.

"The national appreciation festival we held last June generated a surprisingly strong response," Im said. "We have prepared benefits of a similar scale for subscriptions as we launch the new Samsung AI subscription."