Why do publishers build proprietary payment systems, instead of thinking about more innovative ways of marketing their core competencies on the internet? They didn’t develop their own printing press or found their own delivery services companies or kiosks. Nor did they develop their own call center software. Yet some publishers invested tons of money in developing their own payment solutions which simply don’t work, because it this not their core competency. So they miss the market and the users’ needs. If a publisher sticks to his core competency, he can put more focus on the product he wants to sell: Content and its additional benefits.
More Room for Paid Content
Paid content on the web is not an extension of the classic business model. Paid content is an innovation and has to be treated as such. It is often difficult for media companies to promote innovations internally. Everybody seems to be so entrenched in tradition and established standards that nobody wants to do anything to change them.