RE: UKNM: How much for broadband content

[Leslie Bunder]

Ian


the biggest issue with charging per minute for the content (or just charging

in general) is that you need to offer something solid, something unique and

something that has value plastered all over it so that people will want to

pay something for it. reason being:  your competitors will offer something

similar for free to get your business in the hope that what they offer for

free today, the customer may want to buy later on...


I'll give an example (replace ringtones with your planned webtoons..), my

wife wanted to get a ringtone for her Nokia phone after she saw a friend had

one that was really cool. The friend paid something like �1 for it but

couldn't remember URL for site, so my wife did a bit of surfing found a site

that had ringtones and behold, they were free as well! There were something

like 25 free tones which you could have so she got one of those tones and

others were charged for. So once she uses up all those ring tones, she feels

confident enough about the company behind them and may pay in the

future...unless of course another site comes along and gives them away for

free...


It is a bit of a vicious circle - you get some free content, enjoy that, go

back and see there is paid for content but another site is offering similar

paid for content for free and you go there instead and then you enjoy that

but they want to charge for other content which someone else is offering for

free so you go there and on and on and on....


so the moral of this is... 'er...you offer something free, somehow you have

got to come up with a stregy of turning the "try a sample today.." into the

customer of tomorrow without devaluing what you have to offer and you've got

ot make sure the value someone gets out of paying for your offering cannot

be overtaken or equalled by a free offering...



Leslie

------------------------------------------------------------

Leslie Bunder, Content Partner Manager

Entranet

Email:

Leslie [dot] Bunderentranet [dot] co [dot] uk

Tel:	07799 710831

Web:    www.entranet.co.uk


------------------------------------------------------------------------


-----Original Message-----

From: Ian Tester [

iantbreathe [dot] com (mailto:iantbreathe [dot] com)

]

Sent: 31 August 2000 18:14

To:

uk-netmarketingchinwag [dot] com

Subject: UKNM: How much for broadband content



Hello all!


I'm helping a friend out at the moment on a little project he's working on

with a big animation house . . they're currently trying to move more of

their output to the web, as most of their current market is TV.


The part of the equation they're having a little trouble with is revenue -

they'd be very interested to companre their model against some real figures.


So basically, what they wanna know is. . . how much people are willing to

pay for original webtoons (a word of my own creation!) - a per minute figure

would be best. . .


Any Bunders or other Content Strategists / Broadband Content buyers want to

throw us some ballpark figures? The animation would be either very swift

turnaround (days, not months) and tailored according to need, or off the

shelf. . .


All help appreciated - I hope you all had a good laugh at my "boo - the

afterthought" thang on marketingsherpa.co.uk


;-0


i


Ian Tester, Business Accelerator, EMAP Digital

Exmouth House, Pine Street, London EC1R 0LJ, UK

T (020) 7868 7574 M (07880) 557692 E

iantbreathe [dot] com

___________________________________________

It's amazing what happens when you breathe.

www.breathe.com



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