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24symbols Presentation at TOC New York, Feb 15th 2012

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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 where everything can be copied
  16. 16. and that’s what it happens
  17. 17. naturally
  18. 18. We live in a world where people 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 enough FREE CONTENT PAID CONTENT many 1
  31. 31. But it is still key
  32. 32. I (and some others ) have the solution
  33. 33. Freemium READERS FREE ACCESS WANT MORE? TO CONTENT
  34. 34. Not enough
  35. 35. Let me repeat again
  36. 36. Content is not enough FREE 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. Freemium FREE
  47. 47. Freemium FREE WANT MORE?
  48. 48. Freemium Business Model Free: ability to read ebooks, free and with non-intrusive ads Premium: ability to read ebooks ad-free and with no Internet connection Affiliation: we redirect traffic to your e-commerce site or wherever you sell your printed books
  49. 49. Fear of free?
  50. 50. Understanding Freemium free users Delayed subscription premium (test the service & engage) Conversion Rate time
  51. 51. Price per page Price/page Profit threshold Growth Phase Consolidation Phase time/conversion rate
  52. 52. Product HTML5 Web iPad app
  53. 53. Why 1. Product 3. Control 2. Marketing 4. Income
  54. 54. ■ Multi-device (browser, iPad, HTML5) ■ Cloud reader ■ Cloud DRM ■ Social capabilities ■ Subscription service ■ Offline read ■ Internationalization Why > 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 ■ Internationalized Why > Marketing ■ Recommendations
  56. 56. ■ Traffic and Social stats ■ Real-time info ■ Cloud DRM ■ No exclusivity Why > Control ■ Flexibility
  57. 57. ■ Additional revenue source ■ One answer to cannibalization concerns ■ Low risk Why > Income
  58. 58. Press Coverage
  59. 59. Milestones 2011 Q1 Q2 Q3 Q4 Users 10,000 25,000 37,500 50,000 iPad Apps - - 15,000 30,000 Facebook 10,000 25,000 25,000 25,000 Fans Twitter 1,500 3,000 3,500 4,000 Fans Pages 120,000 350,000 550,000 800,000 Books 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 to Your 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? O'Reilly Radar - Getting the content out there isn't enough anymore • http://radar.oreilly.com/2012/01/subscriptions- paywalls-freemium.html O'Reilly 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. Thanks Justo Hidalgo jhidalgo@24symbols.com @justohidalgo www.24symbols.com

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