Strategic Success Factors for Selling Content Online: Which Success Factors will make Internet Content a Sustainable and Profitable Business?

Abstract

In this chapter the authors provide an overview of strategic success factors for sustainable and profitable business with online content. Based on the practical experience of the authors gained in numerous consulting projects in this field, the chapter reveals that business success will depend fundamentally on the providers’ ability to develop compelling and convenient new content forms of high quality that are easy to find and to buy. Another key factor is a sound integration of the product “content” in the overall business model, including realistic expectations regarding revenue streams. Furthermore, the conquest of new target markets is essential. Finally, they need to develop a sophisticated pricing strategy. The practical implications of the identified strategic success factors are illustrated by means of the case study, Selling Music Online, and are summarized in concrete action guidelines.