Are You Ready to Support Your Digital Subscribers?

MPP Global Posted by MPP Global on Friday, 06 January 2012

This past Christmas saw a definite rise in the giving and receiving of digital and mobile devices. You’re likely to know someone who received a new iPad or other tablet, an eReader, iPhone or smart phone. We all know that the world has gone mobile and now that technology such as tablets and eReaders have gone beyond early adopters into general use, there is an entirely new segment of people who are learning about digital media.

With an estimated 1.3 million eReaders and 640,000 tablets sold in the UK alone over the holiday period, there are a lot more new digital subscribers out there. Along with increased load and traffic on electronic billing infrastructures, we are also seeing a lot of new users trying to get comfortable with online payment and electronic billing solutions.

Beyond the impact these new customers and subscribers have on digital media websites, it is a good time to think about what will help these new users and customers get comfortable with their digital devices.

The customer really must come first. This means that media and entertainment providers must be ready to support their new market base. Clunky online payment solutions will not and do not work with these new users.

Consumers out there with the new iPads, Kindles and iPhones really want their content and they want it now. But they don’t want the purchasing and downloading of this content to be stressful, confusing, or time-consuming.

This means providers need to really take a look at their online payment solutions and ensure that they are:

  • User friendly
  • Secure and safe
  • A seamless and integral part of the customer journey

In this competitive age, digital content providers cannot assume that customers and clients will be willing to struggle through cumbersome online payment systems to get the content and entertainment they want. To put it simply, if the payment solution is confusing – the customer will simply turn to the competitor magazine or competitor Internet pay-TV service.

Just as these new customers are getting comfortable with their new digital and mobile devices and learning about apps, downloading, subscribing, and pay-per-use options – providers need to learn about their clients and ensure that client needs come first.