The subject of the present study is to relate the boiling heat transfer process with experimentally observed bubble behaviour during subcooled flow boiling of water in a vertical heated annulus. It presents an attempt to explain the transition from partial to fully developed flow boiling with regard to bubble growth rates and to the time that individual bubbles spend attached to the heater surface. Within the partial nucleate boiling region bubbles barely change in size and shape while sliding a long distance on the heater surface. Such behaviour indicates an important contribution of the microlayer evaporation mechanism in the overall heat transfer rate. With increasing heat flux, or reducing flow rate at constant heat flux, bubble growth rates increase significantly. Bubbles grow while sliding, detach from the heater, and subsequently collapse in the bulk fluid within a distance of 1-2 diameters parallel to the heater surface. This confirms that bubble agitation becomes a leading heat transfer mode with increasing heat flux. There is however, a sharp transition between the two observed bubble behaviours that can be taken as the transition from partial to fully developed boiling. Hence, this information is used to develop a new model for the transition from partial to fully developed subcooled flow boiling.