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1081_CDPS_G1 [PR] Chapter 6 – Monetization ([3]Sources of excess value…
1081_CDPS_G1
[PR] Chapter 6 – Monetization
[3]Sources of excess value
access to a community or market
for
producers or third-party providers
Airbnb : the hosts can access to global market of travelers
LinkedIn : company can connect to potential job-seekers
Alibaba : Merchants have sale channel
access to tools and services
for
both consumers and producers
facilitate interaction
reduce the friction and barriers
access to value creation
create value for
consumers
on the platform
Android : app
Skillshare : courses
YouTube : videos
access to curation mechanisms
for
both consumers and producers
enhance the quality of interactions
consumers can satisfy their need
producers can connect with suitable consumers
[4] Ways to monetize
transaction fee
charge consumer before the interaction
charge only when an transaction occuring
charging for access
charge producers for access to community of users
Dribbble
advertising
Linkedln
charging for enhanced access
charge producers for enhanced access to consumers
traditional advertisement
newspapers
nowadays
Google Adwords
charge users for lowering barriers between users
dating website
charging for enhanced curation
charge consumers for high-quality content
Skillshare
[2]Challenging :warning:
Charging for usage
Inhabit frequent participation
Charging for production
reduce value creation
Charging for access
lead people don’t want to use the platform
Charging for consumption
reduce consumption
[6]Design desicions from free to fee
Avoid reducing the access that they use to get
user could easily get upset to the value the are used to
create something new to make valuable charge
make sure the quality that could keep user satisfy if charging
Avoid to charge the value that was free
generate value without reducing network effects
consider monetization strategy in the beginning
charging for transaction fee
platform ensure to capture control of transactions
charging for access
platform can control the process that users reach the contents
[1]Free pricing
razors-and-blades pricing strategy
distributing the razors for free, very low, subsidized cost
charging the blades in high priced when you repair
Other example
toner cartridge (
high priced
) and printer (
cheap
)
generate profit
freemium model
free layer of service
attract the user pay for an enhanced version
Dropbox
MailChimp
[5] Whom should you charge
all users
be aware that willingness :warning: ''to pay'' does not equal to ''quality''
one side while subsidizing another
EX: Ladies' Night (it may not work if it is Mens' Night)
most users full price while subsidizing stars
target those popular user, make them your very attractive commercial
some users full price while subsidizing users who are price-sensitive
sometimes it's hard for us to predict who are more sensitive.
EX Denver's real estate market
[1] Subsidized pricing
to one user base
charging full price to an entirely different user base
depend on the value creation of monetizing is fully controlled by the platform
Team member
105106065 王泰然 Frank
106212022 蔡昀雯 Winnie
105212042 金純之 Sunny
105212048 謝其佑 Jason
106212004 郭儀中 Eva
105212017 賴珮綺 Christy
:star:need to care more
if not, noise level increase
pay separately for each course
pay multiple courses monthly
less attractive to consumers
less attractive to producers
