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20130711 - Paid Content - XING - Christian Gründig

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PAID CONTENT

Kann man digitalen Content monetarisieren und dabei gleichzeitig User glücklich machen? Auf verschiedenenen Wegen geht es für Publisher von ,Alles-Gratis´ in das Land von Spendenaufrufen, Pay-per-Click und kostenpflichtigen Abonnements. Experten zeigen Modelle, die funktionieren und was ihre spezifischen Vor- und Nachteile sind.

Christian Gründig ist seit April 2011 Director Customer Value Management bei der XING AG in Hamburg.

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20130711 - Paid Content - XING - Christian Gründig

  1. 1. Innovation – Insights – Interaction Christian Gründig XING AG, Germany paid model from a social network operator
  2. 2. Innovation – Insights – Interaction Christian Gründig XING AG, Germany “There´s no such thing as a free lunch“ People paying indirect in cross subsidies for products u.a. Chris Anderson in „Free, the future of a Radical Price“, N.Y., 2009
  3. 3. Innovation – Insights – Interaction Christian Gründig XING AG, Germany Lever for User Monetization: XING Premium subscription User does not pay for content, they pay for connectivity and resonance BtBBtB XING Basic MembershipXING Basic Membership AdvertisingAdvertising RecruitingRecruiting Market Places Market Places EventsEventsCompany Profiles Company Profiles Paid Premium MembershipsPaid Premium Memberships >60% Come in for free Come in for free UpSellUpSell ReachReach Cross Sell XING Freemium Product
  4. 4. Innovation – Insights – Interaction Christian Gründig XING AG, Germany User Centricity is starting point for value creation pull instead push – the desired membership
  5. 5. Innovation – Insights – Interaction Christian Gründig XING AG, Germany Enpower Premium User with most of value Behind pay wall: User can get maximum of network advantages
  6. 6. Innovation – Insights – Interaction Christian Gründig XING AG, Germany Use Moments-of-Truth for monetization Offer strategies for up- and cross sell
  7. 7. Innovation – Insights – Interaction Christian Gründig XING AG, Germany Foster re-buying: CRM for long lasting revenue Innovation and User Feedback
  8. 8. Innovation – Insights – Interaction Christian Gründig XING AG, Germany Freemium brings value but, it is a rocky road User Insights creates the best offer over the time • Define value from user point of view • Expected core value can be offered for free, but extras costs extra • Think in pull mechanism – avoid to annoy with push • Get steady cash flow with 1y subscription • Create best in class offer • Discover and develop new monetization opportunities – some new offer may fail

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