New Ways to Sell – Aggregated Content,  Paywalls, Subscriptions, and More
Justo Hidalgo, Chief Product Officer          @justohidalgo
Today we’re talking about
e
and
horrible
menacing
greedy
paywalls
Paywall means  to users
and that used to be fine
until something happened
so, of course, the only way to          react was
We are missing the point
We live in a world whereeverything can be copied
and that’s what it happens
naturally
We live in a world wherepeople can publish content          for free
and that’s what it happens
naturally
So what happens if we join the two?   1.- Everything can be copied 2.- Everyone can provide content
That rules are broken
Will people pay for your        content?
NO(sorry)
unless
Extremely high quality and  differentiated content
Impressive brand recognition
Tough, ah?             ?
Classic content-focused business             model
Content is not enoughFREE CONTENT                    PAID                              CONTENT               many         ...
But it is still key
I (and some others ) have the           solution
FreemiumREADERS   FREE ACCESS   WANT MORE?          TO CONTENT
Not enough
Let me repeat again
Content is not enoughFREE CONTENT                    PAID                              CONTENT               many         ...
BOOK AS A SERVICE       API
1. Book on the cloud
2. Social Reading
3. Content aggregation
4. API access     API
BOOK AS A SERVICE       API
= cloud + social + freemium
On the cloud
Social
FreemiumFREE
FreemiumFREE   WANT MORE?
Freemium Business ModelFree: ability to read ebooks, free and with non-intrusiveadsPremium: ability to read ebooks ad-free...
Fear of free?
Understanding Freemium                                                   freeusers                 Delayed subscription   ...
Price per pagePrice/page                                       Profit threshold             Growth Phase   Consolidation P...
Product    HTML5   Web   iPad app
Why1. Product      3. Control2. Marketing   4. Income
■ Multi-device                  (browser, iPad,                  HTML5)                ■ Cloud reader                ■ Clo...
■ Edition, Author and                    Publisher Pages in                    24symbols                  ■ Sharable in   ...
■ Traffic and                  Social stats                ■ Real-time                  info                ■ Cloud DRM   ...
■ Additional revenue source               ■ One answer to                 cannibalization concerns               ■ Low ris...
Press Coverage
Milestones2011        Q1        Q2        Q3        Q4Users       10,000    25,000    37,500    50,000iPad Apps         - ...
Catalog
24symbols as a Service                                                 Now you can have the        Your content           ...
Rowing constantly  Multi-device, social cloud reader  Brand recognition  More than 50K users, on the way to  75K  Number o...
Wanna know more?  OReilly Radar - Getting the content out there  isnt enough anymore  • http://radar.oreilly.com/2012/01/s...
ThanksJusto Hidalgojhidalgo@24symbols.com@justohidalgowww.24symbols.com
24symbols Presentation at TOC New York, Feb 15th 2012
24symbols Presentation at TOC New York, Feb 15th 2012
24symbols Presentation at TOC New York, Feb 15th 2012
24symbols Presentation at TOC New York, Feb 15th 2012
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24symbols Presentation at TOC New York, Feb 15th 2012

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24symbols participates at TOC NNew Ways to Sell: Paywalls, aggregation, subscription and more.

Panel at TOC NY, 2012.

Published in: Business, Technology, Design
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Transcript of "24symbols Presentation at TOC New York, Feb 15th 2012"

  1. 1. New Ways to Sell – Aggregated Content, Paywalls, Subscriptions, and More
  2. 2. Justo Hidalgo, Chief Product Officer @justohidalgo
  3. 3. Today we’re talking about
  4. 4. e
  5. 5. and
  6. 6. horrible
  7. 7. menacing
  8. 8. greedy
  9. 9. paywalls
  10. 10. Paywall means to users
  11. 11. and that used to be fine
  12. 12. until something happened
  13. 13. so, of course, the only way to react was
  14. 14. We are missing the point
  15. 15. We live in a world whereeverything can be copied
  16. 16. and that’s what it happens
  17. 17. naturally
  18. 18. We live in a world wherepeople can publish content for free
  19. 19. and that’s what it happens
  20. 20. naturally
  21. 21. So what happens if we join the two? 1.- Everything can be copied 2.- Everyone can provide content
  22. 22. That rules are broken
  23. 23. Will people pay for your content?
  24. 24. NO(sorry)
  25. 25. unless
  26. 26. Extremely high quality and differentiated content
  27. 27. Impressive brand recognition
  28. 28. Tough, ah? ?
  29. 29. Classic content-focused business model
  30. 30. Content is not enoughFREE CONTENT PAID CONTENT many 1
  31. 31. But it is still key
  32. 32. I (and some others ) have the solution
  33. 33. FreemiumREADERS FREE ACCESS WANT MORE? TO CONTENT
  34. 34. Not enough
  35. 35. Let me repeat again
  36. 36. Content is not enoughFREE CONTENT PAID CONTENT many 1
  37. 37. BOOK AS A SERVICE API
  38. 38. 1. Book on the cloud
  39. 39. 2. Social Reading
  40. 40. 3. Content aggregation
  41. 41. 4. API access API
  42. 42. BOOK AS A SERVICE API
  43. 43. = cloud + social + freemium
  44. 44. On the cloud
  45. 45. Social
  46. 46. FreemiumFREE
  47. 47. FreemiumFREE WANT MORE?
  48. 48. Freemium Business ModelFree: ability to read ebooks, free and with non-intrusiveadsPremium: ability to read ebooks ad-free and with noInternet connectionAffiliation: we redirect traffic to your e-commerce siteor wherever you sell your printed books
  49. 49. Fear of free?
  50. 50. Understanding Freemium freeusers Delayed subscription premium (test the service & engage) Conversion Rate time
  51. 51. Price per pagePrice/page Profit threshold Growth Phase Consolidation Phase time/conversion rate
  52. 52. Product HTML5 Web iPad app
  53. 53. Why1. Product 3. Control2. Marketing 4. Income
  54. 54. ■ Multi-device (browser, iPad, HTML5) ■ Cloud reader ■ Cloud DRM ■ Social capabilities ■ Subscription service ■ Offline read ■ InternationalizationWhy > Product & Localization ■ Real-time reader usage statistics
  55. 55. ■ Edition, Author and Publisher Pages in 24symbols ■ Sharable in Facebook, Twitter, Google+ (virality) ■ Organic positioning in search engines ■ InternationalizedWhy > Marketing ■ Recommendations
  56. 56. ■ Traffic and Social stats ■ Real-time info ■ Cloud DRM ■ No exclusivityWhy > Control ■ Flexibility
  57. 57. ■ Additional revenue source ■ One answer to cannibalization concerns ■ Low riskWhy > Income
  58. 58. Press Coverage
  59. 59. Milestones2011 Q1 Q2 Q3 Q4Users 10,000 25,000 37,500 50,000iPad Apps - - 15,000 30,000Facebook 10,000 25,000 25,000 25,000FansTwitter 1,500 3,000 3,500 4,000FansPages 120,000 350,000 550,000 800,000Books 500 1,500 2,750 4,500
  60. 60. Catalog
  61. 61. 24symbols as a Service Now you can have the Your content 24symbols technology in your organization. We offer our platform as a service so you can publish your content toYour users and Social Reader 24symbols Cloud your users.
  62. 62. Rowing constantly Multi-device, social cloud reader Brand recognition More than 50K users, on the way to 75K Number of pageviews up month after month Bestselling titles already in Spain, soon in UK Seedcamp London 2012 winners
  63. 63. Wanna know more? OReilly Radar - Getting the content out there isnt enough anymore • http://radar.oreilly.com/2012/01/subscriptions- paywalls-freemium.html OReilly Radar - Books as a Service: How and Why it works • http://radar.oreilly.com/2011/07/books-as-a- service.html 24symbols • http://www.24symbols.com
  64. 64. ThanksJusto Hidalgojhidalgo@24symbols.com@justohidalgowww.24symbols.com

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