Wipro Content Monetization Presentation


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CONTENT MONETIZATION STRATEGIES FOR THE DIGITAL PUBLISHER: A step by step approach for successful digital transformation.

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Wipro Content Monetization Presentation

  1. 1. CONTENT MONETIZATION STRATEGIES FOR THE DIGITAL PUBLISHER: A step by step approach for successful digital transformation1 © 2012 WIPRO LTD | WWW.WIPRO.COM
  2. 2. The need for new strategies to content monetization Publishers today recognize the need to adopt and experiment with various content monetization models to make the most of their digital content. After identifying the correct business model, publishers must next ensure they have the data tools and applications that will guarantee success.2 © 2012 WIPRO LTD | WWW.WIPRO.COM
  3. 3. The new reality • Traditionally, publishers monetized their content over the internet in two ways Making content freely Selling their content available online and utilizing a direct-to- depending upon consumer model advertising to achieve returns. • However, these ‘traditional’ approaches are under pressure due to various economic, social and technological factors: • The recent economic downturn • Stiff competition from online aggregators such as Google that are eating into their pie of online advertising Therefore, the key to successfully monetize content is to experiment with different models and constantly evolve3 © 2012 WIPRO LTD | WWW.WIPRO.COM
  4. 4. Trends in monetization • Newspapers have begun to adopt “paid content” models that charge Newspaper consumers for access • A majority of newspapers carry a ‘digital edition’ of the newspaper on the publishing website • Some like WSJ have introduced micro-payments for individual articles • Online versions are usually free, with magazines relying on ads for revenues Magazine • However, with online ad revenues drying up, magazines have started adopting pay walls, with initial success publishing • The advent of tablets has proven to be a tremendous opportunity for magazines Business • Business Information Services or B2B publishers have traditionally been subscription driven business models • Consumers of these services are increasingly demanding information to be Information delivered online, bundled with other news, research, support and analysis tools • Existing business models of business information service providers are also Services under tremendous pressure due to declining advertisement revenues4 © 2012 WIPRO LTD | WWW.WIPRO.COM
  5. 5. Business Model Opportunities • Implement a pay wall • Erect a pay wall where content access is available only to paying customers • Tiered Access offerings • Adopt a tiered access approach where users can first sample content on registration or free trial subscription and get higher levels of access when they pay more • Subscriptions and Micropayments • Both models can co-exist to segment customers based on their preferences • Premium Content • Publishers can offer premium, exclusive content from time to time in the form of “singles” or compilations • Premium Tools and API • Publishers can make their content accessible via APIs while retaining control. • Archive Access • Back issues and archive content can be made available free of charge when the consumer opts for a subscription • Multi-access platform • The key for publishers is to provide a seamless experience across all the platforms and devices as these platforms continue to evolve5 © 2012 WIPRO LTD | WWW.WIPRO.COM
  6. 6. Technology and Architecture components6 © 2012 WIPRO LTD | WWW.WIPRO.COM
  7. 7. Implementation Approach7 © 2012 WIPRO LTD | WWW.WIPRO.COM
  8. 8. Conclusion There is a pressing need for publishers to monetize their content assets by adopting new business models. Publishers have a variety of levers that can be employed to grow revenues in the digital world including pay walls, single item sales, tiered access, extra content and archive access. After identifying the correct business model, publishers must next ensure they have the data tools and applications that will guarantee success. The key for publishers is to adopt more flexible approaches, experiment and evolve in order to win in the digital future.8 © 2012 WIPRO LTD | WWW.WIPRO.COM
  9. 9. For more details please visit the link below : http://www.wipro.com/Documents/resource- center/Content_Monetization_Strategies_for_the_ Digital_Publisher.pdf9 © 2012 WIPRO LTD | WWW.WIPRO.COM
  10. 10. About Wipro Technologies Wipro Technologies, the global IT business of Wipro Limited (NYSE:WIT) is a leading Information Technology, Consulting and Outsourcing company, that delivers solutions to enable its clients do business better. Wipro Technologies delivers winning business outcomes through its deep industry experience and a 360 degree view of “Business through Technology” – helping clients create successful and adaptive businesses. A company recognised globally for its comprehensive portfolio of services, a practitioner’s approach to delivering innovation and an organization wide commitment to sustainability, Wipro Technologies has over 130,000 employees and clients across 54 countries. For more information, please visit www.wipro.com10 © 2012 WIPRO LTD | WWW.WIPRO.COM
  11. 11. Thank You ©Wipro Limited, 2012. All rights reserved. For more information visit www.wipro.com No part of this document may be reproduced in whole or in part without the written permission of the authors. Wipro is not liable for any business outcome based on the views presented in this document. For specific implementation clients should take advise from their client engagement manager.11 © 2012 WIPRO LTD | WWW.WIPRO.COM