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Sworkit: Taking the Free out of Freemium?
內容大綱
Maryland-based Nexercise App Inc.'s fitness application (app) Sworkit provided app-based workout routines that required no equipment. In October 2017, the app was available in a free version with advertising, or via subscriptions that included additional features and no advertising-a classic example of freemium pricing. While 1.5 million people made use of Sworkit each month, the large majority of these were free users, and only a small portion converted to paid subscriptions. The Sworkit leadership team faced several challenges related to their reliance on advertising revenue, including unpredictability and low value per customer; this led them to re-evaluate their pricing model. Would eliminating or reducing Sworkit's free access better enable management to capture value from the popular app?