Features on demand: Difference between revisions

==Why it can be a problem==

FoD features that require subscriptions can generate a lot of money for businesses. In the Automotive industry, FoD is projected to generate $5.2 billion in revenue by 2030.<ref>{{Cite web |last=Hedge |first=Gautham |date=5 Nov 2024 |title=Technological Breakthroughs and Shifting Consumer Preferences Fueling Feature on Demand (FoD) Growth in Passenger Vehicles |url=https://www.frost.com/growth-opportunity-news/technological-breakthroughs-and-shifting-consumer-preferences-fueling-feature-on-demand-fod-growth-in-passenger-vehicles/#:~:text=As%20the%20FoD,million%20in%202023. |access-date=25 Aug 2025 |website=Frost & Sullivan}}</ref> The large potential for monetary gain can potentially motivate companies to lock more features or functions behind paywalls, which previously may have been free. This can cause a negative reaction from consumers, who may perceive this as "unfair," and create distrust.<ref name=":0">{{Cite web |last=Schaefers |first=Tobias |last2=Leban |first2=Marina |last3=Vogt |first3=Florian |date=23 Oct 2020 |title=On-demand features: Consumer reactions to tangibility and pricing structure |url=https://www.sciencedirect.com/science/article/abs/pii/S0148296321007050 |access-date=25 Aug 2025 |website=ScienceDirect}}</ref> If consumers believe that a practice is unfair or not trustworthy, it is likely that they will switch to a different brand or service, which can seriously damage a business.<ref>{{Cite web |last=Nguyen |first=Bang |last2=Klaus |first2=Philipp |date=9 Jun 2012 |title=Retail fairness: Exploring consumer perceptions of fairness towards retailers’ marketing tactics |url=https://www.sciencedirect.com/science/article/abs/pii/S0969698913000167#:~:text=Fairness%20is%20of%20great,White%20et%20al.%2C%202012 |access-date=25 Aug 2025 |website=ScienceDirect}}</ref>

In industries such as the Automotive industry, tangible hardware, or hardware that is physically present within the product, may be disabled via software, often requiring a subscription to reactivate. An example of this is the [[BMW's heated seat subscription|BMW Heated Seat Scandal]].<ref name=":1">{{Cite web |last=Smith |first=Christopher |date=14 Jul 2022 |title=BMW USA Won't Have Heated Seat Subscription If Option Is Already Chosen |url=https://www.motor1.com/news/598281/bmw-usa-heated-seat-subscription-if-option-chosen/#:~:text=As%20premium%20vehicle,ConnectedDrive%20store%20online. |access-date=25 Aug 2025 |website=Motor1}}</ref> This practice has received a largely negative response from consumers, many of which may consider it "unfair."<ref name=":0" /> In a survey conducted by [https://norstat.co/ Norstat], 42% of respondents stated "I am not willing to pay on a regular basis for such additional functions," and 35% stated "It is outrageous to install useful functions in cars without activating them for the customer."<ref>{{Cite web |last=Leimann |first=Marc |date=18 Apr 2019 |title=Study on "Functions on Demand": Green lights for additional digital functions |url=https://norstatgroup.com/articles/detail/news/study-on-functions-on-demand-green-lights-for-additional-digital-functions/ |url-status=dead |archive-url=https://web.archive.org/web/20200701094913/https://norstatgroup.com/articles/detail/news/study-on-functions-on-demand-green-lights-for-additional-digital-functions/ |archive-date=1 Jul 2020 |access-date=25 Aug 2025 |website=Norstat}}</ref>

The implementation of FoD will require internet-access for the necessary software to function. However, this can open more areas of attack for cybercriminals if not handled correctly, for example: a connected car could experience a Denial of Service attack, which can manipulate the engine and car locks.<ref>{{Cite web |title=Cybersecurity Challenges in the Automotive Industry |url=https://www.securitycompass.com/whitepapers/cybersecurity-challenges-in-the-automotive-industry/#:~:text=In%20a%202014%20study%2C%20researchers,found%20in%20their%20connected%20vehicles. |access-date=25 Aug 2025 |website=Security Compass}}</ref>

==Examples==

[[Microsoft]] uses FoD in the Windows Operating System to allow users to add at any time, an example of a feature that can be added is the language resources, such as handwriting recognition. There does not seem to be any subscription required to add these features.<ref>{{Cite web |date=17 Aug 2022 |title=Features On Demand |url=https://learn.microsoft.com/en-us/windows-hardware/manufacture/desktop/features-on-demand-v2--capabilities?view=windows-11#:~:text=08/17/2022-,Overview,new%20feature%2C%20it%20can%20request%20the%20feature%20package%20from%20Windows%20Update.,-You%20can%20also |access-date=25 Aug 2025 |website=Microsoft Learn}}</ref>

''Link to main article: [[Audi Basic HVAC "Sync" Function Paywalled]]''

After an HVAC system had been paywalled via software, [[Audi]] has made a pivot in the direction of implementing more FoD features.<ref>{{Cite web |date=2 Apr 2022 |title=Audi Driver Horrified After Basic Functionality Hidden Behind Paywall |url=https://carbuzz.com/news/audi-q4-e-tron-owner-stunned-by-paywall-block-on-climate-control-feature/#:~:text=When%20a%20feature,not%20been%20purchased%22. |access-date=25 Aug 2025 |website=CarBuzz}}</ref><ref>{{Cite web |last=Neves |first=Jarryd |date=5 Nov 2023 |title=Audi Going Big With On-Demand Subscription Features From 2024 |url=https://carbuzz.com/news/audi-going-big-with-on-demand-subscription-features-from-2024/#:~:text=This%20is%20according%20to%20Oliver,A4%2C%20A5%2C%20and%20Q5. |access-date=25 Aug 2025 |website=CarBuzz}}</ref>

''Link to main article: [[BMW's heated seat subscription]]''

==References==