Whether your product is smartphones or your service is software upgrades the same basic model is at work. You have made the cost of switching too annoying, expensive and hassled to contemplate.
But all good things are subject to disruption in the internet era and shaving is no exception. Gillette's revenue in that segment has started to drop so alternatives must be considered. The expensive blade is being disintermediated by inexpensive rivals, fashion changes have deemed beards, facial hair generally to be the look of the moment, a revulsion among younger consumers against the disposable society, all of which means customers are beginning to feel that they deserve better options.
Whether Gillette's new model will shore up the business or simply slow a long-standing trend is not yet clear, but it is evident that just because something has worked well since just after the US Civil War, does not mean it will last forever. JL
Kyle Stock reports in Business Week:
The razor has typically been just a cheap vehicle to sell expensive blades, locking customers into a proprietary platform. Every few years, the consumer-goods honchos say, ‘OK, it’s time to add another blade”; and people rush out and buy the thing en masse.