Newspaper & Mailroom
Axel Springer launches premium initiative with paid subscription models
Wednesday 09. December 2009 - iPhone apps from BILD and WELT available as of December 9
Axel Springer AG is launching a premium initiative with innovative pay-for-service programs that offer users attractive content and simple billing arrangements. With the new applications (or “apps”) for the iPhone from BILD und WELT, two mobile service programs will be made available for download as exclusive subscription models starting on Wednesday, December 9.
“The iPhone apps from BILD and WELT represent another step in our initiative to develop mobile service offerings based on attractive content, as a second pillar of monetization in our digital business, in addition to online advertising revenues. Of course, we cannot predict with certainty at this time how quickly users will be willing to pay for these services; but attractive content and simple billing arrangements are the two basic prerequisites for success. From a marketing standpoint, moreover, relationships with paying customers are more valuable to Axel Springer in the long run than relationships with customers of free services,” said Mathias Döpfner, CEO of Axel Springer AG.
The two newly developed apps from BILD and WELT offer users of iPhone and iPod Touch innovative content, services and functions in a one-of-a-kind user guidance system. The applications make optimal use of the full range of functions of these devices and go far beyond the existing, freely available service of BILD.de and WELT ONLINE.
With the apps from BILD and WELT, for instance, users can read the print issues of BILD and WELT KOMPAKT in PDF format exclusively the evening before they come out. Using a push function, users can have breaking news and the latest sports results displayed on their devices. The start pages of both apps can be individually configured with personalized and regional contents. An innovative and easy-to-use menu guidance system, as well as additional services such as the news globe iWELT with exclusive reports by a worldwide network of news correspondents, make for a completely new experience in news usage.
Effective immediately, the apps from BILD and WELT can be purchased at an introductory price in the App Store of Apple: The BILD app costs 79 cents for the first 30 days, after which users can choose between two different subscription models: the BILD app with the next day’s print issue is available for 3.99 Euro per month; without PDF, the app costs 1.59 Euro per month. The WELT app is available in the first month for 1.59 Euro, thereafter for 4.99 euro per month with the PDF version or 2.99 Euro per month (without PDF).
The market introduction of the iPhone-Apps from BILD und WELT will be accompanied by a marketing campaign in print, online and TV (agency: Jung von Matt/Alster).
Already in the summer of 2009, the “Mein Klub Premium” service from BILD.de, the first pay-for-service app for the iPhone from Axel Springer, very quickly became the most successful application in its segment. The app of B.Z., Berlin’s biggest newspaper, has been available since the end of October and offers regional news and exclusive information, which can be navigated using an interactive map of Berlin. Other services launched by Axel Springer as part of its premium initiative are the online national soccer league game “BILD.de Super -Manager” and the WELT am SONNTAG eMag, the new digital magazine from Germany’s biggest premium Sunday newspaper.