In recent years, subscription services have become synonymous with digital entertainment and technology applications, but now they're branching into household needs. Modena, a leading home appliance brand, recognizes this shift in consumer behavior as an opportunity to offer access to essential electronic products through a subscription model.
Introducing Modena Subscription Service
The subscription service was initially launched as Seamless Go Subscription Service in August 2025 and was rebranded to Modena Subscription Service in September 2026 to clarify its identity. Lusty Aprian Balenguru, Head of Modena Subscription, explained that this service is designed to provide convenience for Indonesians to access their products without a hefty upfront cost.
Flexible Subscription Plans
With this new model, consumers can choose from six subscription options across different product categories, including reverse osmosis (RO) water purifiers, air conditioners, water heaters, cooking appliances, cooling devices, and washing machines. The subscription fees vary based on the product and package selected, with contracts available from two to seven years. Lusty noted that the cheapest plan starts at just Rp175,000 per month, making it easier for people to access quality home appliances.
Changing Consumer Preferences
Lusty highlighted that Modena is the first household and electronic manufacturer in Indonesia to introduce a subscription model. He emphasized how consumer preferences are evolving from ownership to access, stating, “People are now more interested in having access to products rather than owning them.” This trend is already established in several countries, including Thailand and Malaysia, and Modena aims to lead this shift in Indonesia.
Target Market and Popular Products
Modena's subscription service targets not only general households but also newly married couples, apartment dwellers, and certain business-to-business segments. The flexibility of this service is especially attractive for young families who may find the upfront costs of purchasing multiple appliances prohibitive. So far, the reverse osmosis water purifier has been the most popular subscription product, followed closely by air conditioners due to their ongoing maintenance needs.
Additionally, Modena offers two types of washing machines: the Front Load Washer 10kg EcoMotion Inverter WF 1040 VODG and the Front Load Washer 8kg EcoMotion Inverter WF 0840 VGWH. Both models feature EcoMotion Inverter technology for energy efficiency and quieter operation, along with advanced features like MSense and AutoDose+ to optimize water and detergent use.
Subscribers benefit from maintenance guarantees and regular service to ensure optimal product performance. The washing machines come with a comprehensive maintenance schedule, including inspections and cleanings every six months, ensuring that subscribers enjoy hassle-free ownership.
Currently, Modena Subscription is available in the Greater Jakarta area and Surabaya, with plans to expand to Bali in the fourth quarter of 2026 and potentially to other cities like Bandung and Makassar in the following year.
To promote this innovative service, Modena is leveraging its Modena Experience Center and Modena Home Center to educate consumers about the benefits of subscription models. Lusty emphasized the importance of building consumer understanding as a primary challenge for this new service, stating, “Wherever there is growth, we create the crowd.”
Source: https://inet.detik.com/consumer/d-8692201/tak-perlu-bayar-mahal-di-awal-modena-tawarkan-subscription-mulai-rp175-ribu
