We are all guilty of having multiple subscription services, some of which we don?t even use but are too time-poor to cancel.
Now, the world of microtransactions is expanding out of the gaming world and into our everyday lives.
Traditionally known for their role in video games, microstransactions were used to unlock specific gaming features or specific user abilities.
Now, we have the likes of BMW joining the microtransaction bandwagon for the heated seats service.
From this month, new BMW car buyers will have the option to sign up to a monthly subscription service costing around US$18/month (AUD$26.05/month) in order to get heated seats in the front of their vehicles.
Other subscriptions BMW is offering through its digital stores in countries including the UK, Germany, NZ and South Africa include driver assist features for AUD$60.59/month, map package update AUD$136.77/month and IconicSounds Sport for AUD$171.40/month.
Some BMW enthusiasts have slammed the luxury car brand over the introduction of the heated seats subscription service, with some taking to social media saying: ?This is a dealbreaker for me? and ?If they want subscriptions they don?t get my business?.
BMW is not alone, with tech giant Apple reportedly eyeing a move into the subscription service model.
Details are yet to emerge of how the subscription service will operate but it is expected to cover multiple services.
In a positive signal for the company, the move has been welcomed by Apple consumers amid increased personal living costs.
While we have seen great success come from subscription-based business models in the form of Netflix and Spotify, convincing customers of subscriptions to luxury brands may prove a little more challenging.