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We are still early. I mean veeery early in this space. I see in the future a more like Basic / Pro services offered. Normal users can still use a basic version for free, but with limited features. Advanced users will pay a pro subscription (that also could be a cut in fees or monthly payment) with more advanced features and services.
But is a long way until there.
I will give you an example of "Pro version". A wallet app that integrate discount offers (previously negotiated with merchants) and are available only for "pro-subscribers" users. That way all parts win.
If it is a shopping kind of wallet, would you still use of as cold storage?
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Not really, but as a cache level wallet yes. The cache level is for organizing better the funds (UTXO) so is heavily used in/out. Is where you open LN channels and prepare the UTXO in many different size and wallets.
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Do you worry about wallet lockin?
If the features offered are worth paying a fee to get, does it make it harder to jump to a different wallet? (Kinda like fiat banks are now?)
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If I cannot use my seed into another wallet, it means I am not controlling those keys... so is worthless. User will look for extra features that could make his life easier, not to lock himself into a walled garden.
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Agreed that any wallet that doesn't let you see your seeds is a no go.
But most of the current subscription models are offering very different paid features than discounts at merchants.
Paid features seem more likely to be
  • multisig signing coordination
  • cosigners (shared keys)
  • encrypted backups
  • support
  • on boarding
I could see services like these creating lockin pressures.
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Yes all those could be pro features easily. Take for example the Bitcoin safe wallet. Can offer many of those as paid features https://bitcoin-safe.org Also a LN integration could be a pro feature. Support is very important and many new users will want it. Support 1on1 is very efficient especially when it comes from trusted and experienced team.
I personally give 1on1 support for many apps, paid consultancy sometimes, depending on the case.
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