Freemium describes a business modelwhere you give a core product awayfor free and sell premium products.FREE + PREMIUM = FREEMIUMEvernote DropboxSpotify
What is PREMIUM anyway?PREMIUM is a content that users consider compellingenough by their own standards, such that even wheninterrupted, engagement remains intact.Production QualityLoyal AudienceRich Data
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• As of Feb-2013, iWanTV has 1.7M total registered users, of which 84% are free availers.• Unique subs with usage is at 622K (36% of 1.7M) vs. as of Dec-2012’s 383K (29% of 1.3M)-- a 62% increase in just 2 months!• Be Careful with My Heart, the most watched TV content, accounts for 35% of the total TV minutes.• 240K (17%) of the subs acquired from Jan 2012-Feb 2013 registered because of a speciﬁc content.66K out of the 240K is due to Be Careful with My Heart.• VOD ad revenues increased by more than 7000%, of which 15% can be attributed to pre-rolls oniWanTV online videos.Be Careful With My HeartJanuary 25, 2013173,984ViewsBe Careful With My HeartApril 22, 201361,237 Comments
POWERFUL CONTENTdrives registration and accessto iWanTV as characterizedby the following:• Increasing registration and subs with activity• Contribution of top content in viewing minutes• Most subs catch up the same day an episode was aired• Subs register due to a speciﬁc content• Subs watched in marathon
FREE AVAILERS!REGISTERED USERS!SUBSCRIBERS!Converting Leads to Subscribers through eCRMExperience becomes better and more premium videosare made available as user moves deeper in the conversion funnel.
Ultimately, we have tokeep in mind that...• If CONTENT is KING,then ENGAGEMENT is QUEEN!• SellingVIDEO AD PLACEMENTSis a QUICK WIN, especially if majorityof the customer base are free availers.• PREMIUMVIDEO could convertfree availers to subscribers, butPROGRESSIVE CUSTOMER PROFILINGshould lead the way.
Thank you!DINDO G. MARZANABS-CBN Corporationdindo_marzan@abs-cbn.com@dindomarzan