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商品編號： W19436 出版日期： 2019/08/23 作者姓名： Stanko, Michael A. 商品類別： Marketing 商品規格： 7p 再版日期： 地域： United States 產業： Media, entertainment, and professional sports 個案年度： 2017 -
商品敘述：
Maryland-based Nexercise App Inc.''s fitness application (app) Sworkit provided app-based workout routines that required no equipment. In October 2017, the app was available in a free version with advertising, or via subscriptions that included additional features and no advertising-a classic example of freemium pricing. While 1.5 million people made use of Sworkit each month, the large majority of these were free users, and only a small portion converted to paid subscriptions. The Sworkit leadership team faced several challenges related to their reliance on advertising revenue, including unpredictability and low value per customer; this led them to re-evaluate their pricing model. Would eliminating or reducing Sworkit''s free access better enable management to capture value from the popular app? Michael A. Stanko is affiliated with North Carolina State University.
涵蓋領域：
Digital marketing;Pricing strategy
相關資料：
Case Teaching Note, (W19437), 9p, by Michael A. Stanko
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