A few days ago, I spoke of the need to create new digital entertainment value propositions to rebuild consumer willingness to pay for something that many perceive can be obtained for free (See "entertainment wants to be free" May 1st).
The industry on the whole "gets" this point and has been working on ways to add value. The approach I have seen most frequently has been to offer more content; digital exclusives, remixes, behind the scenes, making of's etc.. This is all well and good but to my mind, offering even deeper selections of content appeals mainly to aficionados (music buffs, hard-core gamers, etc.) rather than casual users.
This is unfortunate since casual users are probably the most lucrative slice of the market. They are most likely to value help in discovering content they enjoy and the least likely to spend time learning to download. Sure individually these consumers represent a smaller revenue opportunity that heavy users, but there are a whole lot more of them.
So what is the "killer app" for casual digital entertainment users?
JMH
Wednesday, 16 May 2007
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