Advertising
Business Model:
Providing advertisers the number and profile of registered users is key to your business.
Problems:
The number of registered visitors and profiles of visitors are used to claim the number of users on your website to advertisers.- As people share passwords, the number of registered users is less than the actual.
Thus less advertising income.
- As people share their passwords, the user profiles are wrong.
Thus advertisers could target the wrong population or market segment.
- Incertainity of the registered user profiles make your claim to the advertisers less confident.
- As people share passwords, there are less email addresses in your database.
Thus less value for mailing campaigns.
Method:
There are two possible solutions for registration:
The Hard "Wall" and the Soft "Wall"
The Hard "Wall":
People need to register upfront for certain content on your website.
As the amount of time on your website will be limited by user by day, week, month, edition or issue, it will become difficult for people to pass on or share their Username/Passwords with others (family, friends, colleagues).
This will bring more registered users and more profiles.
You can define the webpages within your website, which are to be WEBMetered.
The Soft "Wall':
People are allowed to freely use your Content, but after a certain elapsed time, they are invited to Register. If not, they will not be allowed on the website for the time being.
If visitors are honest, and probably most will be as they appreciate your content, they will commit to supplying their profile and contact data.
These will be high quality data and profiles.
You can define the webpages within your website, which are to be WEBMetered.
Result:
More people will Register in both cases.The profiles will be of high quality.
The highest quality will be with the Soft "Wall", as people will only register for Content they have already appreciated.
Challenges:
Choosing between the "Hard" or "Soft" Wall approach.Content examples for Advertising:
| Content Types: | Media | Current Business Model |
| Any content | Any | Advertising |
| Newspapers, Magazines | Written | Subscriptions or Free |
| Lyrics | Written | None |
| Blogs | Written | None |
| Financial Data, Reports, Market Survey | Business | Pay by issue |
| Pictures, Photos, Images, Drawings | Graphical | Free |
| Lectures, Courses, Story telling | Verbal |
None existing |
| Music, Songs | Sounds | Pay by download |
| Movies, Video, Live Video, Adult, Flash | Video | Pay by stream/subscription |
| On Line Games | Games | Pay by game - Free |
| On Line Applications | Hosted | Subscriptions |