Ann: NUH Investor Webinar Transforming Global Hearing Healthcare, page-114

More $Dollars can be potentially made from Subscription Services, than the actual Original product initially sold.
So when & if Nuheara achieve Market share in the Mild to Moderate space, they can factor in a Subscription based purchase agreement with a potential customer in order to update their device / application monthly / yearly, etc.
As at the moment when customers whom have purchased their IQbuds over the past year or so, they have yet had to fork out any further funds to update the App on their phones, and since updated so for FREE.
Win, Win when this is implemented

As a comparison #SP3 (Spectur Ltd) have only just stated last month they are now making more revenue from their Subscriptions / Leasing on their Solar Security devices, rather than selling a model outright.