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Content 2.0: finding new ways to generate revenues
from my midemnet 2010 presentation on how various content industries are making money online see more at http://www.mediafuturist.com/2010/01/my-.html
Content 2.0: finding new ways to generate revenues
- 1. www.mediafuturist.com twitter.com/gleonhard Content 2.0 How Content Industries Find New Ways to Generate Revenues
- 2. www.mediafuturist.com What I do: www.twitter.com/gleonhard
- 3. New ways todo business New ways to sell content
- 4. Please note: there are no recipes - adapting these examples is crucial!
- 5. 2010: the yearof Mobile, Apps and the Tablet...? Cross-media content, new packages and New Revenue Models Source: Gizmodo
- 6. Magazine Publishers &Tablet PCs Source: Bonnier / Vimeo Selling the Interface & the Packaging
- 7. Learnings from • Aretablets and mobile devices ‘the new paper’? • It’s the content mix and the UI that makes it engaging Music industry translation: • Mobile & Tablet Devices... the next CD Players? • Explore cross-media options, offer engaging packages at very attractive pricepoints Take note! It’s no longer only about the music - and pricing will need to be very aggressive
- 8. Salesforce.com: Software asa Service • On-demand software that helps manage customer information for sales, marketing and customer support • No software is downloaded and installed; everything is online (no ownership - all access-based) • Revenues grew even during the recession: $ 1.29 Billion in 2009, 70.000 corporate customers
- 9. Learnings from Salesforce.com •Everything is moving to the Cloud; selling access to the cloud has real potential • Having many different price plans is crucial to success: offer something for everyone! Music Industry translation: • Connect the crowd and the cloud - sell access not (just) copies • Get started at a very low price, and then move up Take note! Selling access is a different game, altogether!
- 10. O’Reilly Safari Books •Unlimited access to 10.000 technical books online, for $42.00 / month • Added values: videos, rough- cuts, mobile, collaboration tools etc • 15 Million + users, out-sells all other O’Reilly offerings
- 11. Learnings from • Theirmotto: “create more value than you capture” • Reach out to competitors to innovate together Music industry translation: • Sell access to a large library, and add lots of other values beyond the music! Take note! Requires unusual partnerships in order to provide very deep content offerings
- 12. Example: Farmville Gameon Facebook • Application exists only on Facebook • It’s free but you can buy goods to enhance the experience: 800.000 tractors ‘sold’ every single day • A team of 15 Developers release new virtual items into FarmVille twice a week; new features debut weekly. • 65 Million+ users without any advertising • 1.2 Million users per day • Parent company Zynga makes est. $200M / Year
- 13. Learnings from • It all starts with ‘free’ • People will buy anything once they are hooked • Interactivity and User-Empowerment is key • Virtual items can be real sources of revenues Music industry translation: • ‘Go inside’ the social networks • Same as above! Take note! This requires having a lot more to sell than just the stream or download of a song!
- 14. Selling what is‘free’ somewhere else • Good quality images • Finding the perfect photo is quick and easy • Rights (licenses) are pre- cleared • Low cost • Projected $200 Million in 2009 revenues • I have spend $1200 USD on iStockphoto, myself, in the past 12 months
- 15. Learnings from • Ifthe price is right people will pay for convenience • The per-unit price is much lower but the total is large Music industry translation: • Pre-cleared rights to non-hit content have great potential • Simplifying licensing, aggregation and curation is crucial Take note! Everything needs to be fully automated, online - no veto rights!
- 16. Blogs: getting real$ from your readers “Connect with Fans & Reason to Buy”
- 18. Learnings from People pay when they see real value AND when the price is right Music industry translation: People pay when they see real value AND when the price is right
- 19. www.mediafuturist.com twitter.com/gleonhard A fewextra slides that were not part of my MIDEM talk
- 33. “When the windsof change are blowing, some are building shelters, and others are build windmills” Thanks for your time! email: gerd@mediafuturist.com twitter.com/gleonhard Facebook: gleonhard more presentations at www.mediafuturist.com