What really makes people willing to pay for digital content? My answer: The product must provideUnique Value by clearly fullfilling at least one of five uniqueness attributes. Here they are.
Every media company is asking the question these days: How can we make users pay for digital content? Is there a way to transform the historically succesful print subscription model online?
Not many can claim to have the answer. But it seems clear that in 2010 we will see a lot of experiments in how media sites can make users pay for some of their content.
Here are some of my own reflections on this complex issue.
Main conclusion:Users will pay if they are offered products they perceive to have Unique Value to themselves. But creating unique value is a tough task indeed, especially as content is abundant in the the new digital era.
What constitutes unique value for a media product? – People pay for great content, is typically the answer from media executives. But that is far too simple. Even for newspapers the content as such is only one part of what people really pay for.
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