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Marc DIOUANE | EVP Field Operation
[email protected] | @MarcDiouane
THE FUTURE OF MEDIA
Paywall 2.0 and Subscriber Relationships
source:
www.futureexploration.net
THE YEAR WAS 2009
And the death of journalism was widely predicted
ADVERTISING PLUMMETED TO 1950 LEVELS
Newspapers lost $10
in print advertising
for every $1 gained
in online advertising.
COST CUTS SLASH STAFF TO 1978 LEVELS
Resulting in a race to the bottom
31% of Americans stopped using
a news outlet because of
dissatisfaction over content
SOME COMPANIES REBELLED AGAINST FREE
“The New York Times paywall is working
better than anyone had guessed”
A NEW DAWN
“Subscription sales
are rising faster than
ad dollars are falling”
“Digital
subscribers now
outnumber print”
“33% of our
revenues are
coming from
subscriptions”
“Digital income is
beating print
publishing”
IT’S NEVER BEEN ABOUT THE PAYWALL
IT’S ABOUT THE CUSTOMER
42% Go to more news sources than before
31% Spend more time with news
Digital users consume more news, not less.
Personal Real-time Immediate fulfillment
On-going value
Memorable services
BUT CUSTOMERS TODAY HAVE
DIFFERENT EXPECTATIONS
Instead of focusing on content and products,
leaders are focusing on relationships.
LEADERS ARE CREATING
NEW SUBSCRIPTION EXPERIENCES
“Digital media winners won’t just
provide news, they will develop
relationships with readers and
continually offer them unique
opportunities to engage and feel a
part of something bigger”
Katie Vannek-Smith, CMO, News UK
Case Study: The Sunday Times
“Putting a paid strategy around
some of our digital content was a
critical step in helping us to not
only survive, but to thrive in
today’s digital economy”
Andrew Lam-Po-Tang, CTO, Fairfax
Case Study: Sydney Morning Herald
“It’s only after we started the
subscription relationship we
realized the true value was in the
data and the long-term
relationship with the customer”
John O’Donovan, CTO , Financial Times
Case Study: Financial Times
“The entire Canadian publishing
sector is shifting as a result of
evolving media consumption and
the proliferation of digital
publications. Consumers are
rapidly switching to digital editions
and online-only publications”
Darryle Ulama, Analyst, IBIS Canada
Case Study: Next Issue Canada
“That Guardian Membership is a
radical rethinking of the future role
that news organizations can play
in communities, societies and
networks. That’s far more exciting
than shoring up subscription
models and paywalls.”
Andrew Miller, CEO, Guardian Media
Case Study: The Guardian
Leaders are moving to paywall 2.0 strategies.
Cross Platform Content Bundling
Paywall 2.0
Unified Subscriber View
Subscriber Relationship Analytics
Paywall 1.0
Simple Toll Gates
Rigid Monetization
Single Platform Monetization
Splintered Subscriber View
Financial Analytics
HOW IS PAYWALL 2.0 DIFFERENT?
>>>
Relationship and Member Centric
Flexible Monetization Strategies
Dynamic Offerings Static Offerings
PERSONALIZED PRICING
Starter
Free
Sign Up
Casual
$15/month
Free Trial
Family
$250/year
Free Trial
Lifetime
$1000
Free Trial
CUSTOMER CENTRIC OFFERS
Up-sells and
Cross-sells
Geo-Centric
Bundles and
Offers
Adjust to
Market
Dynamics
SUBSCRIBER IDENTITIES
Name
TRADITIONAL RECORD
SUBSCRIBER IDENTITY RECORD
Phone
Company
Purchases
Products
Local Pricing
Promotions
Adjustments
Payment history
Refund history
Lifetime Value
Renewal Value
Aging balance
Usage metrics
Add-Ons
Customer Moments
Retail Sales Channel Desktop Mobile
UNIFIED EXPERIENCES ACROSS
CHANNELS AND DEVICES
NEWSPAPER MAGAZINE VIDEO MUSIC
ZUORA - THE LEADER IN SUBSCRIBER RELATIONSHIPS
Financial Times HBO News Corp
SPH Fairfax Media The Guardian
The Age Australian Financial
Review The Times
Sydney Morning Herald The Straits Times RTL
Radio Canada OZ Next Issue
Cur Reed Business
Information VNU Vacature Media
RECOGNIZED THOUGHT LEADERSHIP
personalized pricing
customer centric offers
multi-channel
revenue recognition
subscription metrics
smart accounting
branded billing
global payments
scale & automation
COMMERCE BILLING FINANCE
COMPLETE COMMERCE+ BILLING + FINANCE
Relationship Business Management
Offices: Silicon Valley, London, Paris, Munich, Amsterdam, Sydney, Beijing, Chicago,
Boston, Atlanta
$132.5M Funding
750+ Customers
95% Customer Sat
Founded 2007
ALWAYSON
Company of the Year
STEVIE (GOLD)
Customer Service
Excellence
60+ Monthly Product
Releases
Awards
500 Employees
80 Public Companies
COMPANY OVERVIEW
Thank You