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New Ways to Sell – Aggregated Content,
  Paywalls, Subscriptions, and More
Justo Hidalgo, Chief Product Officer
          @justohidalgo
Today we’re talking about
e
and
horrible
menacing
greedy
paywalls
Paywall means




  to users
and that used to be fine
until something happened
24symbols Presentation at TOC New York, Feb 15th 2012
24symbols Presentation at TOC New York, Feb 15th 2012
so, of course, the only way to
          react was
24symbols Presentation at TOC New York, Feb 15th 2012
We are missing the point
We live in a world where
everything can be copied
and that’s what it happens
naturally
We live in a world where
people can publish content
          for free
and that’s what it happens
naturally
So what happens if we join the two?

   1.- Everything can be copied


 2.- Everyone can provide content
That rules are broken
Will people pay for your
        content?
NO
(sorry)
unless
Extremely high quality and
  differentiated content
Impressive brand recognition
Tough, ah?

             ?
Classic content-focused business
             model
Content is not enough
FREE CONTENT                    PAID
                              CONTENT




               many
                      1
But it is still key
I (and some others ) have the
           solution
Freemium

READERS   FREE ACCESS   WANT MORE?
          TO CONTENT
Not enough
Let me repeat again
Content is not enough
FREE CONTENT                    PAID
                              CONTENT




               many
                      1
BOOK AS A SERVICE




       API
1. Book on the cloud
2. Social Reading
3. Content aggregation
4. API access




     API
BOOK AS A SERVICE




       API
= cloud + social + freemium
On the cloud
Social
Freemium


FREE
Freemium


FREE   WANT MORE?
Freemium Business Model

Free: ability to read ebooks, free and with non-intrusive
ads

Premium: ability to read ebooks ad-free and with no
Internet connection

Affiliation: we redirect traffic to your e-commerce site
or wherever you sell your printed books
Fear of free?
Understanding Freemium
                                                   free
users




                 Delayed subscription              premium
              (test the service & engage)

                                             Conversion Rate


                                            time
Price per page
Price/page




                                       Profit threshold




             Growth Phase   Consolidation Phase

                                    time/conversion rate
Product




    HTML5   Web   iPad app
Why




1. Product      3. Control




2. Marketing   4. Income
■ Multi-device
                  (browser, iPad,
                  HTML5)
                ■ Cloud reader
                ■ Cloud DRM
                ■ Social capabilities
                ■ Subscription service
                ■ Offline read
                ■ Internationalization
Why > Product     & Localization
                ■ Real-time      reader
                  usage statistics
■ Edition, Author and
                    Publisher Pages in
                    24symbols
                  ■ Sharable in
                    Facebook, Twitter,
                    Google+ (virality)
                  ■ Organic positioning
                    in search engines
                  ■ Internationalized
Why > Marketing   ■ Recommendations
■ Traffic and
                  Social stats
                ■ Real-time
                  info
                ■ Cloud DRM
                ■ No
                  exclusivity
Why > Control
                ■ Flexibility
■ Additional revenue source

               ■ One answer to
                 cannibalization concerns

               ■ Low risk
Why > Income
Press Coverage
Milestones
2011        Q1        Q2        Q3        Q4

Users       10,000    25,000    37,500    50,000

iPad Apps         -        -    15,000    30,000

Facebook    10,000    25,000    25,000    25,000
Fans
Twitter     1,500     3,000     3,500     4,000
Fans
Pages       120,000   350,000   550,000   800,000

Books       500       1,500     2,750     4,500
Catalog
24symbols Presentation at TOC New York, Feb 15th 2012
24symbols as a Service

                                                 Now you can have the
        Your content




                                                 24symbols technology
                                                 in your organization.

                                                 We offer our platform
                                                 as a service so you can
                                                 publish your content to
Your users and Social Reader
           24symbols Cloud




                                                 your users.
Rowing constantly
  Multi-device, social cloud reader

  Brand recognition

  More than 50K users, on the way to
  75K

  Number of pageviews up month after
  month

  Bestselling titles already in Spain,
  soon in UK

  Seedcamp London 2012 winners
Wanna know more?

  O'Reilly Radar - Getting the content out there
  isn't enough anymore
  • http://radar.oreilly.com/2012/01/subscriptions-
    paywalls-freemium.html


  O'Reilly Radar - Books as a Service: How and
  Why it works
  • http://radar.oreilly.com/2011/07/books-as-a-
    service.html


  24symbols
  • http://www.24symbols.com
Thanks




Justo Hidalgo
jhidalgo@24symbols.com
@justohidalgo
www.24symbols.com

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24symbols Presentation at TOC New York, Feb 15th 2012