Innovation – Insights – Interaction Christian Gründig XING AG, Germany

paid model from a social network

operator

Innovation – Insights – Interaction Christian Gründig XING AG, Germany

“There´s no such thing as a free lunch“

People paying indirect in cross subsidies for products

u.a. Chris Anderson

in „Free, the future of a Radical Price“, N.Y., 2009

Innovation – Insights – Interaction Christian Gründig XING AG, Germany

Lever for User Monetization: XING Premium subscription

User does not pay for content, they pay for connectivity and resonance

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XING Basic MembershipXING Basic Membership

AdvertisingAdvertising

RecruitingRecruiting

Market PlacesMarket Places

EventsEventsCompany Profiles

Company Profiles

Paid Premium MembershipsPaid Premium Memberships

>60%Come in for

freeCome in for

free

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XING Freemium Product

Innovation – Insights – Interaction Christian Gründig XING AG, Germany

User Centricity is starting point for value creation

pull instead push – the desired membership

Innovation – Insights – Interaction Christian Gründig XING AG, Germany

Enpower Premium User with most of value

Behind pay wall: User can get maximum of network advantages

Innovation – Insights – Interaction Christian Gründig XING AG, Germany

Use Moments-of-Truth for monetization

Offer strategies for up- and cross sell

Innovation – Insights – Interaction Christian Gründig XING AG, Germany

Foster re-buying: CRM for long lasting revenue

Innovation and User Feedback

Innovation – Insights – Interaction Christian Gründig XING AG, Germany

Freemium brings value but, it is a rocky road

User Insights creates the best offer over the time

• Define value from user point of view

• Expected core value can be offered for free, but extras costs extra

• Think in pull mechanism – avoid to annoy with push

• Get steady cash flow with 1y subscription

• Create best in class offer

• Discover and develop new monetization opportunities – some new offer may fail