Launched by ex-Apple and Philips e-commerce specialists, Cleeng offers a Software as a Service (SaaS) solution to help publishers to create an iTunes-type experience combined with a solid e-commerce foundation platform to monetise their content. That includes protecting and selling articles, photos, videos or live shows/events on any kind of device. Critically, the idea is to generate more revenue per user.

“Users are willing to pay for sure, but their willingness to pay heavily depends on perceived content value,” Domartini says, “and everybody has a much different view of what is value.”

Domartini said there are four factors that trigger perceived content value: uniqueness, re-usability, quality, and emotional engagement.

His recommendations to publishers wanting to monetise content include:

• Engage user in a first payment relationship and then expand,
• Develop business models for all your audience (he says subscriptions are irrelevant for 95% of the audience)
• Keep the user experience as THE priority
• Enlarge the vision: “Think ‘x-media and x-devices,’ rather than selling newspapers or tablets and the like. You need flexible monetisation strategies.”