The speaker discusses the importance of a flexible paywall system for digital products. A flexible paywall system provides: 1) Scalability to support new markets, products, and services. 2) Platform capabilities that allow for easy setup and configuration of products and pricing models. 3) Integration capabilities that are designed in from the start. The speaker uses his company's system, Tibet, as a case study of how to build and evolve a successful flexible paywall system over many years.

1. Session:
Digital Innovation
Title:
The importance of a flexible
Paywall system in your digital
product strategy
Speaker:
Håvard Angen Rye
CTO
Gyldendal Norsk Forlag AS

2. THE GYLDENDAL GROUP
Gyldendal ASA, the holding company of the Gyldendal Group.
•Listed on Oslo Stock Exchange.
•Annual turnover: 210 mill Euro
•Number of employees: 800
Business areas
•Publishing houses
•Book clubs
•Distribution
•Bookstores
•Digital publishing/on‐line information
Gyldendal Access and Payment System

3. Background
Everything gets digital
System
Everything gets personal support?
More sophisticated
business models

4. The Digital Business Model

5. The winner
New markets takes it all
New products and
Scalability services
New Business
Models Time‐to‐
First Mover market
Architecture Flexibility
Platform Agility
PLATFORM AS A BUSINESS ENABLER

6. ACCESS – COMPLEXITY AND IMPORTANCE
Credit card
Mobile payment
IN
Invoice
LE
TE
SIB
Telephone billing
GR
VI
AT
I N
ED
PAYMENT
User hierarchies
Hierarchical products
Product bundling PRODUCT USER Buyer is not the user
ACCESS/USE
US
ER
LE
FR
IP‐address, referring url,
user name/password, code‐in‐book,
X IB
IEN
group access EI
FL
DL
Subscriptions, freemium, pay‐per‐click,
Y
pay‐per‐view, metered access
Gyldendal Access and Payment System

9. More than
every second
a 6 to 9 years old
child is using Salaby
regularly

10. SALABY
A successful digital product
A leading position in the printed book market
We moved the users to a fully digital platform
We had the content
The user experience was outstanding
We invested in a platform!

11. What we needed
A plattform for
•«Frictionless» business development
•Easy set up and configuration of
products and pricing model
•Economics of scale
•Integration capabilities (by design)

12. 10 Content Management Systems
10 Content Management Systems
Development history
40 different web sites
40 different web sites
450 mill. NOK
450 mill. NOK
500 000 users
500 000 users
Starting over
Separate CMS and content
Tibet 3.0
Tibet 2.0
Tibet 1.0
Maturation process
Maturation process
2 years 4 years
Gyldendal Access and Payment System

13. FUNCTIONALITY
Multi level
Multi level user
product
database
structure
PCI certification
(highest level) Easy integration
TIBET
Cross domain Access
posting Mis‐use control
Management
User dialogue
tools Segementation/
campaigns support
Discounting
Gyldendal Access and Payment System

14. Access

15. PRODUCTS
Test access
Pricing
Access rules
PRODUCT
Content Content
(e.g. Sports) (e.g. Culture)
Article Article
Article Article
Content object Article
Gyldendal Access and Payment System

16. Lessons learned
Access management is a strategic issue,
as well as technical
Access management is complex
Access management is also about
organizational maturation
The significance of access management is
hard to communicate

17. Questions?
Thank you for your attention!

18. Extra...

19. THE SYSTEM LANDSCAPE
BI
USER PRODUCT
Tibet Subscr.
Interface
(API)
system
Access
Payment
ERP CRM
(i.e. SAP) (i.e. SAP)
Gyldendal Access and Payment System

20. The Tibet Pay wall ‐ Webservices in the templates
Newssites Streamin to
Newssites Mobile sites
Web Mobile sites Streamin to
TV?
Newssites
Web Streamin to
TV?
Mobile sites
Web
News web Mobile sites TV?
Streaming TV
BI
API USER PRODUCT
CMS
any CMS Tibet
API
Access Webshop
Payment
DB Subscription ERP CRM
system (SAP or other) (SAP or other)
Gyldendal Access and Payment System