We have the online market but most of the money is still in print - how do we accelerate migration?
In this market, online has not really taken off in spite of a positive reception from the converted customers. Early in the process Ocean identified that pricing could be used as a strategic tool to drive online migration both by differing the offer to various customer segments (‘slicing and dicing’) and by introducing attractive online/print bundle pricing to current print customers. The resulting migration improved immediately and contributed net positively to revenue and profitability. In particular the development of tailored offerings (based on customer need analysis) to various customer segments was highly successful. The second stage – changing the pricing model by introducing a usage element to certain segments – could result in even bigger benefits for our client.
