Tuesday, April 05, 2011
Perceived value is the key as ever
http://www.guardian.co.uk/media/greenslade/2011/apr/04/the-daily-apps
It shouldn’t really come as a surprise that even when paying as little as $0.99 a week, app buyers are looking critically at whether it’s worth renewing their subscriptions to the tablet versions of print titles.
Surrounded as they are by a welter of free news and comment, some of it via free apps, is it worth their while paying a regular subscription to renew access?
Key question — what’s it giving them that they can’t get elsewhere free? The key to renewals of course is the same as it is for editors of print titles — what can we offer that increases our perceived value and proves that we’re worth paying for an continuing with.
The answer to that is primarily content you can’t elsewhere, but also combined with offers and other attractive parts of a bundle included in the price.
Newspapers have always been competitive. Now the digital versions are becoming more so too.
It shouldn’t really come as a surprise that even when paying as little as $0.99 a week, app buyers are looking critically at whether it’s worth renewing their subscriptions to the tablet versions of print titles.
Surrounded as they are by a welter of free news and comment, some of it via free apps, is it worth their while paying a regular subscription to renew access?
Key question — what’s it giving them that they can’t get elsewhere free? The key to renewals of course is the same as it is for editors of print titles — what can we offer that increases our perceived value and proves that we’re worth paying for an continuing with.
The answer to that is primarily content you can’t elsewhere, but also combined with offers and other attractive parts of a bundle included in the price.
Newspapers have always been competitive. Now the digital versions are becoming more so too.
Labels: apps, newspapers. iPhone, perceived value
