On demand and Subscription Content: Some Basics

Some common sense points from Judi Gill, Global Product Manager, ADC, UK, speaking at the TV Meets the Web 2003 conference in Amsterdam earlier today.

Subscription: used to charge for low value, high volume; secure income stream; off-set end user device subsidies; cover 3rd part supplier costs; build user behavior. Build loyalty.

On Demand pricing: charge for high value, low volume products; offer premium products; match revenues to costs; let customer trial new products; usage that exceeds subscription thresholds.

Selling on-demand: market to targeted groups of users; offer an attractive product portfolio; match pricing as usage; go beyond selling individual items (discounts and packages, loyalty schemes)

Selling on demand to service partners: manage products throughout their life; demonstrate strong customer base; co-market and sponsor offerings to build market; automate; offer innovative settlement terms; guarantee settlement integrity.

Do it right: invest in flexible, always on infrastructure; have the freedom to experiment; minimize time to market; don’t limit future choices; control revenue assurance; respond rapidly to change.

The coverage of this trip is sponsored by Yaga.

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