PAID CONTENT Kann man digitalen Content monetarisieren und dabei gleichzeitig User glücklich machen? Auf verschiedenenen Wegen geht es für Publisher von ,Alles-Gratis´ in das Land von Spendenaufrufen, Pay-per-Click und kostenpflichtigen Abonnements. Experten zeigen Modelle, die funktionieren und was ihre spezifischen Vor- und Nachteile sind. Christian Gründig ist seit April 2011 Director Customer Value Management bei der XING AG in Hamburg.

1. Innovation – Insights – Interaction
Christian Gründig XING AG, Germany
paid model from a social
network operator

2. 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

3. 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
Places
Market
Places
EventsEventsCompany
Profiles
Company
Profiles
Paid Premium MembershipsPaid Premium Memberships
>60%
Come in for
free
Come in for
free
UpSellUpSell
ReachReach
Cross
Sell
XING Freemium Product

4. Innovation – Insights – Interaction
Christian Gründig XING AG, Germany
User Centricity is starting point for value creation
pull instead push – the desired membership

5. 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

6. Innovation – Insights – Interaction
Christian Gründig XING AG, Germany
Use Moments-of-Truth for monetization
Offer strategies for up- and cross sell

7. Innovation – Insights – Interaction
Christian Gründig XING AG, Germany
Foster re-buying: CRM for long lasting revenue
Innovation and User Feedback

8. 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