Presentatie Marc Diouane - Mediafacts Nationale Uitgeefdag 2014

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

Email

Twitter

TRADITIONAL RECORD

SUBSCRIBER IDENTITY RECORD

Phone

Company

Facebook

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