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G4-[PR]:Ch6-Monetization (Way to Monetize (Charging for enchanced access…
G4-[PR]:Ch6-Monetization
two-sides market
Network effect
attract
feedback loop
ex:razors-and-blades pricing strategy
Freemium
charge
reduce value creation
platform excess value
consumers gain value
access to community
Enhanced interactive services
curation
Way to Monetize
Charging for enhanced access
pay for more prominent placement
enhance visibility
charging user for lower barries
Charging for enchanced access
Platforms may instead charge producers for enchanced acces to consumers
doesn’t harm network affects
all producers and consumers are permitted to participate
non-enchanced basis
not to allow monetization of enchanced access to create the impression
user access is being restrict
Facebook
Charging for enhanced curation
Quantity and Quality
Charging a transaction
Four forms of excess value
value creation
culminate in some of interaction
the market
tools and curation
a powerful way of monetizing the value
finding the value in network effects
success-Meetup
organize offline meetings by connecting online
monetize
Meetup Plus
nobody is interested
advertising
fail to attract numbers of advertisers
lead generation
charge from restaurants or pubs
the number of people show up less than signed up
hard to determine the fee to charge
political organizations
produce only modest revenue
meetup organizers
solve the monetization problem
enhance the quality of meeting
weed out organizers who weren't serious about their goals
failure-Zvents
online guide to local events in the Bay Area
completeness of its listing
charge
producer for posting events
decrease the attraction from consumers
sold it to eBay
producers for enhanced access
it didn't have a significant effect
From free to fee:How design decisions impact the transition to monetization
"You never take first money"
Key principles of platform design
Avoid charging for value that users previously received for free-Eg,Meetup
Avoid reducing access to value-Eg,Facebook
Strive to create new, additional value that justifies the charge-Eg,Uber
Consider potential monetization strategies when making your initial platform design choices
"Users first, monetization later"
Capturing the value created by network effects
How could the founders monetize
their platform model?
Whom should you charge?
Charging all users
Charging one side while subsidizing another
Charging most users full price while subsidizing stars
Charging some users full price while subsidizing users who are price-sensitive