Video and slides of FairPay presentation:
- Paul Smurl (Vice President, NYTimes.com) shared insights into the closely watched Digital Subscription paywall strategy at the Times, which has gone even better than they expected to meet the challenge of generating reader revenue without loss of ad traffic--and given a boost to print as well.
- Betsy Morgan (President, TheBlaze.com, formerly of HuffPost and CBS Digital) noted how they were monetizing Glen Beck's TV offerings with direct OTT (Over The Top) subscription services, that are already generating $10 per month from 230,000 subscribers. That may seem small compared to the Fox audience, but when you consider the share to Beck, that gets very interesting.
- Shawn Price (President, Zuora.com) provided insights on what Zuora calls "The Subscription Economy," based on work with over 500 companies. He noted the power of a flexible platform like Zuora's to adapt in real time with some 100 different control parameters, and how it makes it manageable for content and service providers to apply very advanced and nimble e-commerce strategies.
- I provided a more radical perspective on how we might rethink the whole structure of how we monetize digital offerings, including basic issues of transaction and pricing architecture, to create a new kind of deep real-time dialog with customers about value. Key themes were
--the need to take a holistic view of relationships, not just transactions,
--the power of a simple shift to "Pay as You Exit," an opportunity that has generally been ignored, and
--the opportunity to apply a new level of detailed market research that is fully integrated with every transaction.
My thanks to the other speakers, and to the audience for a very stimulating session.
MITEF-NYC event page, with video and slides