Outsell Launches New Service to Help Paid Content Providers Quickly Surface and Monetize Hidden Revenue Opportunities

Burlingame, CA, and London, UK—February 16, 2010—Outsell, Inc. today launched Customer and Revenue Opportunity Analysis, a new service that gives content providers more visibility into their subscribers’ demographics, engagement level with their products, and new opportunities to grow subscription revenues. The goal of the service is to help information companies identify incremental revenue of 10-15 percent from within the existing subscribers.

“As subscribers’ paid content options multiply, their content providers are under increased pressure to deliver value. Those companies that can better understand their clients’ needs and usage patterns are well-positioned to strengthen and expand their subscriber relationships,” said Louise Garnett, Vice President, Outsell Scout Analytics.

The Outsell Customer and Revenue Opportunity Analysis is a 120-day service to help paid content providers identify untapped demand and potential subscriber churn. Companies might discover unauthorized use (an opportunity to provide additional licenses), customers who are at risk of not renewing, or active subscribers who would likely leverage additional content. The service helps companies understand:

• Which of their products are in highest demand by which customer segments.


• Where the greatest potential exists for cross-sells and up-sells.


• The areas with the greatest risk of churn.


• Where demand is most likely to be created with marketing or new-product investments.

“The fallout from the recent recession can eclipse the growth opportunities that paid content providers have at hand simply by getting to know their current subscribers. By knowing which subscribers are engaged and which are not, content providers are well-positioned to take proactive measures for quick improvements,” said Greg Chagaris, Outsell’s Co-founder and Corporate Development Officer.

The Outsell service begins with 90 days of collecting data to monitor subscriber demand, using a hosted behavioral analytics solution from Outsell partner Scout Analytics™. The service leverages a patent-pending analytic technique called Demand Rating™, which compares how much a subscriber uses a service to how much he/she pays for it, and results in a comparable measure of customer engagement with a paid content product.
After the 90-day period, analysts from Outsell develop and provide:

• An in-depth Customer Report that drills down specifically into where hidden opportunities exist.


• A Segmentation Dashboard that analyzes demand by client segment (i.e., universities, government, law firms, etc.), and which segments might merit additional attention for marketing or product development.


• A Revenue Assurance, Expansion and Retention Summary to scope potential unauthorized use, new up-sell and cross-sell opportunities, and identify at-risk accounts.

An Outsell Scout Lead Analyst reviews these results with clients and provides recommended actions via a conference call and PowerPoint presentation, with on-site meetings also available.

In November 2009, Outsell announced Outsell Scout Analytics, a subscription service to help content providers realize more recurring subscription revenues. Outsell Customer and Revenue Opportunity Analysis is an overview module of this service. This overview enables clients to get a quick read on where the revenue opportunities lie. The full Outsell Scout Analytics service provides in depth monetization details and easy automation.

Early adopters of Outsell Scout Analytics are finding that it uncovers customer insights with a significant financial impact. For instance, an international business information provider discovered that 23% percent of their accounts had unlicensed use—a large revenue opportunity for them to monetize.

For additional information, please contact Greg Chagaris at Chagaris@outsellinc.com or 650-342-7123.

ABOUT OUTSELL, INC.
Outsell is the only research and advisory firm focused on advancing the publishing and information industries. Our international team provides independent, fact-based analysis and actionable advice about competitors, markets, operational benchmarks, and best practices, so our clients thrive and grow in today's fast-changing digital and global environment. Outsell tracks and analyzes over 7,000 information industry companies, as well as the needs, habits, and spending patterns of advertisers, enterprise information buyers, and end users. Outsell’s headquarters are in Burlingame, CA, with offices in London and in Cambridge, MA. Visit us at www.outsellinc.com.