Online revenue model adoption in the media sector: in-depth results from an exploratory study in the Netherlands

Martin R. Stienstra, Huub J.M. Ruël, Thomas Boerrigter

    Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademic

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    Abstract

    Especially for companies in the media sector such as publishers, the Internet has created new strategic and commercial opportunities. However, many companies in the media sector are struggling with how to adapt their business and revenue model for doing profitable business online. This exploratory study goes into the success factors and the level of adoption of online revenue models by media sector companies. We use Chaffey (2002) in determining online revenue models in which we included Osterwalder’s (2001) four ‘pillars’ of business models. These four pillars cover the twelve critical success factors for e-businesses as identified by Sung (2004). This theoretical framework was used for in-depth interviews with 20 senior managers within the media sector in the Netherlands. From this, it appeared that advertising is the most used online revenue model, with targeting advertising, lead generation and a combination of content and customer profiles as most promising. Ease of use is distinguished by all senior managers as success factor. Still, in order to be successful, all factors should be applied, and this appears not to be the case. Organizations in the media sector need to invest in technical and organizational expertise by hiring the right employees with the right knowledge. Emphasis on target advertising and lead generation are most promising. A combination of content and customer profiles is a focus-point for the near future.
    Original languageEnglish
    Title of host publicationProceedings of the 18th Annual High Technology Small Firms Conference and Doctoral Workshop 2010
    EditorsGloria Rossini
    Place of PublicationEnschede
    Number of pages36
    DOIs
    Publication statusPublished - 2010
    Event18th Annual High Technology Small Firms Conference, HTSF 2010 - University of Twente, Enschede, Netherlands
    Duration: 27 May 201028 May 2010
    Conference number: 18

    Conference

    Conference18th Annual High Technology Small Firms Conference, HTSF 2010
    Abbreviated titleHTSF
    Country/TerritoryNetherlands
    CityEnschede
    Period27/05/1028/05/10

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