This week I
wanted to continue the theme of online revenue models started by Nick in his
micropayments
post. Rather than looking at emerging trends, however, I’d like to talk
about a model that has become a mainstay of online business – the
freemium model.
The term “freemium” was
coined by
Fred
Wilson back in 2006 and describes a business model where the majority of
customers receive basic service for free, while a small percentage pay a fee to
gain access to premium services/content. Ideally, the revenue generated by the
latter group is sufficient to cover the costs of running the operation, plus a
margin to put the company in the black. Examples of the freemium model are
plenty across the Internet (think Flickr, Last.fm, Skype etc.), and
yet genuine success stories are not easy to come across.
It is this
latter issue that I was curious to explore. Why is it that success
so often eludes firms seeking to build a business around the freemium model?
And what does it take for a company to get the model right? Given that so much
has already been said and written on the topic, I don’t expect to break any new
grounds here. Nonetheless, here are a few ideas that I was able to piece
together. ...Just food for thought.
Challenges to the freemium model:
·
The “free” mindset: In July this year Guy Kawasaki of
Garage Technologies ran a panel discussion
with young people, ranging from high school kids to recent college grads, on
the issue of what they will pay for or may be willing to pay for online. The bottom line – young people are willing to pay for hardly anything on the Internet
(including the Internet access itself). With a few exceptions, of course. The two
high school kids were keen on keeping their paid Xbox Live access, while all
the panel participants said, quite surprisingly, that they would cash out for
Gmail but not Facebook. And so it seems that the “digital natives” have grown
up with an idea of free Internet mostly as in “free beer” rather than in “free
speech”. Now, the million dollar question is whether these attitudes will change
as the kids grow up and become "real" consumers, with the spending power
beyond their weekly allowance.
·
Free alternatives: Perhaps, the biggest reason why
people are unwilling to pay for online services is that in most cases there
exist free alternatives. Let me give you
a personal example. A few months ago I was looking for an online project
management/collaboration tool to run one of our research projects. I signed up
for a Basecamp trial and had become a happy camper for the next 30 days.
Towards the end of the trial period, however, I discovered Manymoon, an
application that did almost all of the things that Basecamp had to offer but
didn’t require me to pay a monthly fee till I reach a threshold of five
projects. I didn’t need to manage five projects in parallel and, guess what, I
switched. This example is also echoed in Guy Kawasaki’s panel discussion. The
panelists had agreed that they would consider paying for an online service only
if there was no free substitute. …But, on the other hand, they also said that
they would pay for Gmail …go figure. I suppose the real issue is in the
difference in value propositions between the paid and free alternatives.
Freemium “success factors”:
·
Value-audience match:
Ok, so young people in general are not willing to pay for online
services and/or content. But will they pay for anything? As it turns out, yes.
According to a recent study
by WeeWorld, teens will consider spending their or their parents’ money on (top
3): things that are really fun (34%), things that let them express themselves
and their passions (28%), or things that make them look good (13%). Clearly,
these drivers will be different for other internet audiences. Consider XING,
a professional social network with wide reach in Europe and Germany in
particular. XING generates most of its 30 plus million euros in annual revenue
from the 5,99 EUR monthly subscription fee paid by its premium members. Obviously,
business professional upgrade to premium subscriptions not because it makes
them look good but because it allows them to integrate the social networking
service into their everyday work in a more efficient and seamless manner. So,
in the end we’re back to Business 101 – finding the right value proposition for
the right customer or, as Colin Crawford of Media 7
consultancy puts it,
“researching the needs of audiences will drive success.”
·
Process: Going
back to the panel discussion, one thing that the panelists had agreed upon was that
they would consider paying for an online service only if they first had a
chance to try it out for free. Similarly,
a recent study
of mobile app stores by Admob showed that the top reason for
purchasing a paid app was upgrading from the lite version. This, of course, seems
like a no-brainer with roots in the “old” marketing idea of giving away
free samples. Sure, but nonetheless it is important to consider the psychology and mechanics of free-to-paid conversion in the online context. Consider Wall Street Journal, for instance. Unlike the
rest of the ailing newspaper industry, WSJ has been pretty successful in finding
ways to make its readers pay for select online content. Its key to success was
the gradual process by which the reader is pulled into the “audience
funnel” where she progresses from free to registration to subscription to
premium subscription levels. This surely sounds a lot more sophisticated than
distributing free detergent samples in a supermarket.
In addition, firms need to keep in
mind the “stickiness” of many online services. According
to Phil Libin, the CEO of Evernote – a successful freemium start-up, the
free-to-paid conversion rate for his company goes up from 0.5% after the first
month of use to 4% by the end of the first year. In other words, the longer we
use Flickr or XING or Evernote for that matter, the greater the value of the
service to us and the higher the switching cost. Hence, to increase the likelihood of
conversion, firms need to be thinking not only about how to attract new customers
to the site but also about how to keep them there for as long as possible, and most importantly - how to keep them active.
·
Economics: finally, let’s take a quick look at
the economics of the freemium model. It seems sensible to suggest that freemium
models will not be equally effective across the entire landscape of online business.
In fact, in certain cases they may not be suitable at all. This of course begs
a question – what criteria should firms be looking at when deciding on whether
or not to embark on a freemium business model? According
to Michael Mullany of Engine Yard (courtesy of Matt Asay’s post), this
decision comes down to evaluating five variables: cost of acquiring paid
user, cost of providing service to paid user, cost of acquiring free user,
cost of providing service to free user, and the free-to-paid conversions rate.
If we assume the latter to hover between
2 and 8%, an optimistic assumption, then for a freemium model to make economic sense, “the cost to serve
and acquire a free user has to be from between one-twelfth and one-fiftieth the
cost of acquiring a customer under an alternative paid mode” (click the link above for a complete breakdown).
