The Dutch startup Go Lemon, one of three nominees for the Shopping Awards (formerly known as Thuiswinkel Awards) later this month, raised close to 700k in funding from angel investors in ‘t Gooi, an affluent area in the centre of the Netherlands. They include Arnoud van Onna, a former member of the Endemol and World Online boards and partner to founder Bas van der Putten.
As of March 2019, Go Lemon now offers a fully flexible iPhone subscription, which can be terminated monthly. It is the first party enabling Apple devices to be used completely flexibly, without purchase or minimum-term subscription. Via Go Lemon, consumers can use the latest Apple devices at a fixed monthly fee, amounting to the most extreme form of pay-per-use in the telecom sector.