20130711 - Paid Content - XING - Christian Gründig
-
Upload
werbeplanungat-summit -
Category
Business
-
view
158 -
download
1
description
Transcript of 20130711 - Paid Content - XING - Christian Gründig
Innovation – Insights – Interaction Christian Gründig XING AG, Germany
paid model from a social network
operator
Innovation – Insights – Interaction Christian Gründig XING AG, Germany
“There´s no such thing as a free lunch“
People paying indirect in cross subsidies for products
u.a. Chris Anderson
in „Free, the future of a Radical Price“, N.Y., 2009
Innovation – Insights – Interaction Christian Gründig XING AG, Germany
Lever for User Monetization: XING Premium subscription
User does not pay for content, they pay for connectivity and resonance
BtBBtB
XING Basic MembershipXING Basic Membership
AdvertisingAdvertising
RecruitingRecruiting
Market PlacesMarket Places
EventsEventsCompany Profiles
Company Profiles
Paid Premium MembershipsPaid Premium Memberships
>60%Come in for
freeCome in for
free
Up
Sel
lU
p S
ell
Reach
Reach
Cro
ss
Sel
l
XING Freemium Product
Innovation – Insights – Interaction Christian Gründig XING AG, Germany
User Centricity is starting point for value creation
pull instead push – the desired membership
Innovation – Insights – Interaction Christian Gründig XING AG, Germany
Enpower Premium User with most of value
Behind pay wall: User can get maximum of network advantages
Innovation – Insights – Interaction Christian Gründig XING AG, Germany
Use Moments-of-Truth for monetization
Offer strategies for up- and cross sell
Innovation – Insights – Interaction Christian Gründig XING AG, Germany
Foster re-buying: CRM for long lasting revenue
Innovation and User Feedback
Innovation – Insights – Interaction Christian Gründig XING AG, Germany
Freemium brings value but, it is a rocky road
User Insights creates the best offer over the time
• Define value from user point of view
• Expected core value can be offered for free, but extras costs extra
• Think in pull mechanism – avoid to annoy with push
• Get steady cash flow with 1y subscription
• Create best in class offer
• Discover and develop new monetization opportunities – some new offer may fail