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PAID CONTENT Kann man digitalen Content monetarisieren und dabei gleichzeitig User glücklich machen? Auf verschiedenenen Wegen geht es für Publisher von ,Alles-Gratis´ in das Land von Spendenaufrufen, Pay-per-Click und kostenpflichtigen Abonnements. Experten zeigen Modelle, die funktionieren und was ihre spezifischen Vor- und Nachteile sind. Tomáš Bella is a co-founder and the Chief Executive Officer of Piano Media. He is responsible for formulating the company’s overall strategy, vision and focus necessary for Piano to continue its expansion. Bella brings more than 10 years of executive management and newspaper experience with Slovak Media companies to his position at the helm of Piano Media. Before co-founding Piano in May 2010, he served as deputy director of SME.sk, Slovakia’s largest online news source. Before that, Bella worked for almost three years as the Editor-in-chief of SME.sk. Bella started his career and worked as a reporter at SME newspaper, Slovakia’s biggest broadsheet. Bella earned a Masters in journalism and mass media science from the Comenius University in Bratislava, Slovakia in 2001. Bella teaches a course in on-line media at Bratislava’s Pan-European University, is a member of the Press Council of Slovakia and was named one of the “World’s Top 50 innovators in new media,” by Journalism.co.uk.
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Innovation – Insights – Interaction TOMAS BELLA - PianoMedia.com
Piano
The National Paid Content System
Innovation – Insights – Interaction TOMAS BELLA - PianoMedia.com
3 National systems•30 media houses, 70 internet sites
Innovation – Insights – Interaction TOMAS BELLA - PianoMedia.com
Innovation – Insights – Interaction TOMAS BELLA - PianoMedia.com
Innovation – Insights – Interaction TOMAS BELLA - PianoMedia.com
Active users, 2011-2013
Innovation – Insights – Interaction TOMAS BELLA - PianoMedia.com
Subscription options
Innovation – Insights – Interaction TOMAS BELLA - PianoMedia.com
Paid contentThe easy parts
•Payment processing.
The hard parts
•Pre-launch and Post-Launch Analytics.
•Content protection & user identification.
•Combination of metered + freemium model.
•Legacy systems integration.
•Mobile apps.
Innovation – Insights – Interaction TOMAS BELLA - PianoMedia.com
Pre-launch analytics
Innovation – Insights – Interaction TOMAS BELLA - PianoMedia.com
WHAT PUBLISHERS
LIKE:
•Sharing of best practices•Motivates others to action•Joint marketing.
WHAT PUBLISHERS DISLIKE:
•Takes 6-9 months to launch.•Little control over the pricing.•Data ownership issues.
Innovation – Insights – Interaction TOMAS BELLA - PianoMedia.com
• Both collective and individual pricing.• Full ownership of data.• Sampling of content.• Regional, verticals.
Hybrid National/Solo Models
Innovation – Insights – Interaction TOMAS BELLA - PianoMedia.com
