Premium content is usually available for a fee or is part of a paid subscription plan. The key objective behind premium content is to gain revenue or traffic by producing content that is information rich, insightful and is not that easily available on the Internet. Websites providing premium content usually also have free content to attract visitors/viewers to related but lesser quality contents. There are many providers of premium content globally, of all different sizes. Consumers can access latest tech news content through Internet-connected devices such as desktop and laptop computers, gaming consoles (such as the PlayStation 4 and Xbox One), set-top boxes, smartphones (including Android phones, iPhones, and Windows phones), smart TVs and tablets. The competition in the premium content segment is also increasing due to companies looking for expanding their user bases in other countries. The key factors driving the growth of premium content presence in the technology space market are increase in the number of smartphone users, increasing household broadband penetration, increase in internet users, increase in global ad spending through internet, accelerating economic growth and cloud services. Some of the noteworthy trends and developments of this industry are availability of high speed internet, rise of mobile commerce and E-commerce, increasing trend of Omni-channel retailing and preference of online media over traditional TV. However, the expansion of premium content market is hindered by willingness to improve technology and high competition and cost incentive.

1. Premium Content Presence in the Technology
Name – Iqbal Ahmad
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2. Premium content is usually available for a fee or is part of a paid subscription plan. The key objective behind premium content
is to gain revenue or traffic by producing content that is information rich, insightful and is not that easily available on the
Internet. Websites providing premium content usually also have free content to attract visitors/viewers to related but lesser
quality contents. There are many providers of premium content globally, of all different sizes. Consumers can access latest tech
news content through Internet-connected devices such as desktop and laptop computers, gaming consoles (such as the
PlayStation 4 and Xbox One), set-top boxes, smartphones (including Android phones, iPhones, and Windows phones), smart
TVs and tablets. The competition in the premium content segment is also increasing due to companies looking for expanding
their user bases in other countries.
The key factors driving the growth of premium content presence in the technology space market are increase in the number of
smartphone users, increasing household broadband penetration, increase in internet users, increase in global ad spending
through internet, accelerating economic growth and cloud services. Some of the noteworthy trends and developments of this
industry are availability of high speed internet, rise of mobile commerce and E-commerce, increasing trend of Omni-channel
retailing and preference of online media over traditional TV. However, the expansion of premium content market is hindered by
willingness to improve technology and high competition and cost incentive.
Executive Summary
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3. Segmentation of Customer Technology Adoption/ Target Audience
Innovators (2.5%)
Innovators are eager to try new ideas and products, almost as an obsession. They typically have higher
incomes and they are worldlier and more active outside their community.
Early Adopters
(13.5%)
Early Majority
(34%)
Late Majority
(34%)
Laggards (16%)
The second group adopts new products early in the product life cycle. Early Adopters rely more on group
norms and values, as opposed to Innovators who rely on their own values.
Early Majority consumers collect more information about the product and will weigh the pros and cons
before they make a decision. They listen to their opinion leaders and will rely on their groups’ opinions
instead of forming them for themselves.
Late Majority consumers adopt a new product mainly because their friends have all adopted them and they
feel the need to conform. This group is typically older and has below average income and social status.
Laggards do not rely on group norms and values, just like Innovators. Their past heavily influences their
current decision process. By the time Laggards adopt an innovation it has been possibly outmoded and
replaced by something new and flashy.
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4. Primary Motivation:
 Gain dramatic competitive advantage via revolutionary breakthrough
Key Characteristics:
 Great imagination for strategic applications
 Attracted by high-risk, high-reward propositions
 Will help supply the missing elements
 Perceive order-of-magnitude gains – so not price sensitive
Challenges:
 Want rapid time-to-market
 Demand high degree of customization and support
Key Role:
 Fund the development of the early market
 Early adopters compose of nearly 15% of buying population.
 They are considers as connectors as they have a rich network of people and have influence on others.
 Early adopters purchase quickly , so they are not price sensitive.
 They advertise the technology, service or product via word of mouth.
 They provide candid feedbacks and early suggestions for improvement.
 They have passion for product innovation.
Early Adopters Characteristics/The Visionaries
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5. Profiles of Digital Adopters
Chart1: Early Adopters Expects More From Technology
 Early adopters possess higher standards for products and the companies behind them.
 It was found that, when it comes to smartphones in particular, early adopters are likely to have higher expectations than
the average population for the brand, applications and navigation features than the general population. And when it
comes to online books and music, early adopters expect a wider range of choices than the general population.
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6. INFORMATION All Career Motivated Family Motivated
Entertainment
Motivated
I like to shop around before
making a purchase
70% 715 73% 67%
I research products for purchase 53% 56% 52% 51%
I use comparison shopping sites 10% 11% 10% 10%
NOVELTY
I am always willing to try or do new things 46% 44% 39% 52%
I am constantly looking for new ways
to entertain myself
26% 16% 9% 48%
STATUS
I like to impress people with my lifestyle 11% 115 4% 15%
I like to show off my taste and style 13% 10% 5% 22%
I am influenced by what’s hot
and what’s not
12% 11% 7% 17%
Chart 2: Digital Adopters Behavior
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7. Industry Trends
 Blog: Let’s understand the term firm therefore a “Blog” is a
frequently updated personal journal. Blog is a short form
of weblog and the two terms are used interchangeably.
People who write these blogs are famously known as
bloggers. These bloggers have a rich network of people
and often people follow them to what they have to share
with their audience.
 Articles: Written by mostly by the industry experts
helping people at to understand about a particular
technology they talk about. A Good article helps it’s
writer to obtain a large number of audience.
 Resource Downloading Options: Content marketing is all
about creating marketing that customer loves. And in
order to build a loyal customer companies/websites are
offering many e- books/Article/whitepapers to be
downloaded from their sites.
 Videos Sharing: Now, companies are sharing videos of
Industry experts, events such as IBM Interconnect, Google
Next, Microsoft WPC and etc.
Growth Drivers
 Technological Advancement: Every passing day the
current technology is getting obsolete and something
more advance and more need satisfying surface in the
technical world and because of this the need to stay
learned has increased to manifolds. Each invention makes
the next one easier because spillovers kindle a fire that
feeds on itself - one technology fueling development of
another.
 Internet Penetration : Internet penetration of US
Population has increased from 84% in 2013 to 86.4% in
2016.
 Unemployment Rate in IT Industry: The unemployment
rate in the Information Industry in US has increased 3.9%
as on Feb 2017 compared to Unemployment rate which
was 3.7 % in Feb 2016. This has caused techies to stay
informed and to find out alternate source of income and
hence they are looking for sites which provide them
premium content that can help them in their pursuit.
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8. Strength
 Brand Equity: Time Inc. is one of the largest media companies
in the world reaching more than 130 million people globally
each month across multiple platforms. With influential brands
such as TIME, FORTUNE, People, Sports Illustrated, Marie
Claire, Real Simple, Travel + Leisure, Food & Wine, and
Wallpaper, Time Inc. is home to celebrated events and
franchises including the Fortune 500. And the new website
will get the leverage over others because of the Time Inc. brand
equity.
 Multi-option Platform: The Multi-optional website provide all
the necessary information that a tech enthusiast can think of
on a single platform which no other site does.
 Tech Event Coverage: Almost all competitors of Time Inc. has a
similar platform where a visitor can see the review videos but
no one has the wonderful platform where Time Inc. allow its
user to witness the latest tech conferences and events.
 Early adopters are very important to kick start word of mouth:
They are the early opinion leaders, so they are required to
build the image that the rest will follow.
Weakness
Not Many but there are a few weaknesses of the site and they
are :
 Targeting: The website has been tailored for the early
adopters only, which constitute only 15% of the potential
customers. Early adopters often leads to an expensive
death spiral, since these users will request more and more
features, more precise control of the technology, and
more interoperability.
 Unavailability to Collect feedback across the total range of
customers: Early adopters may be easy to sign up and the
most vocal, but your technology-assessment panel must
include customers from the early majority, late
majority and even technology laggards. These last three
groups usually comprise up to 85 percent of your real
market.
SWOT Analysis
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9. Opportunities
 Time Inc. website has immense potential as the early
adopters have their own audience which follows them
and once they find the website attractive enough and
is loaded with good content, they promote it by the
word-of-mouth which eventually lead to more traffic
to the website.
 Tapping the unmet need of media coverage: Since,
Time Inc. is going to offer the coverage of technology
events, this feature really differentiate the time
initiative from other and provide a competitive
advantage over it’s competitor’s sites.
 Political Advantage: Since the US government is more
concern about creating jobs in healthcare and IT
industry, this could be vital factor in the popularity of
the Time Inc. website because of the fact the in such a
political situation people try to gather as much
information as they can so they can secure a job for
them when the opportunity is favorable.
Threats
 Coping up with the demand and meeting with
expectations of early adopters: Since the website has
been designed keeping in mind the early adopters
only hence it would be very demanding and
challenging to provide all the latest information on
every available technology and it is not only about
the keeping with the pace it is also about providing
information in such a way that can keep them glue
to the website, as early adopters tends to switch to
other sites very easily.
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10. Step 1: Find Where Content
Lives
This is the quickest part of the content
analysis and sets you up to perform the next
steps more easily, but requires the most
"poking around" to find what you're looking
for.
Now that you know where content is
published on your competitor's site, it's time
to begin the content audit. This is the most
time-consuming part of your competitive
content analysis, but it will give you the best
indication of how you stack up to their
content creation efforts.
Step 2: Perform a Content
Audit
Step 3: Evaluate Content
Quality
Now comes the subjective component of
your competitive content analysis. Select a
sample of content assets from each content
asset type your competitor publishes.
Evaluate how good that content is.
Step 4: Establish Their SEO
Focus
The effectiveness of your competitor's
content hinges not only on quality and
frequency of publishing, but also how well
optimized it is for search.
Step 5: Research the Integration
of Social Media Into Their Content
Strategy
Social media is inextricable from
content strategy, so it's crucial to get a
gauge of how your competitors are
using social media. But hey, you get to
play around on Facebook during this
quick and final step in the competitive
content analysis process -so rejoice!
Visit the following social media sites to
determine if your competitors have a
presence: Facebook, Twitter, LinkedIn,
YouTube, Google+, Pinterest
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Competitor Assessment of This New Product Opportunity.