Customer preferences for bundles of managed content services

Abstract

This paper explores which (bundles of) managed content services are attractive to users. We look specifically into bundle composition with basic digital content buying, sharing and consumption as core, and mobile and remote access, gifting, peer-to-peer (p2p) trading and exchange of digital content and mediated trading as complementary services. Pricing is an important criterion as well. Conjoint analysis is used to assess which combination of services and price is attractive to users. The result of this analysis is that users arc willing to pay for a basic service that allows them to play their content on any device within their personal or household domain. Services that reinforce the functionality of the basic content service, e.g. remote access to one's content via a mobile device or a remote stationary device, generates a higher purchase intent than complementary services. Such complementary services would extend the content experience in new directions such as digital content trading.