{"id":4471,"date":"2018-10-10T20:05:50","date_gmt":"2018-10-10T18:05:50","guid":{"rendered":"https:\/\/www.mondayhappymonday.com\/?p=4471"},"modified":"2021-05-28T10:01:46","modified_gmt":"2021-05-28T09:01:46","slug":"los-freemium-y-spotify","status":"publish","type":"post","link":"https:\/\/mondayhappymonday.com\/ca\/los-freemium-y-spotify\/","title":{"rendered":"Los Freemium y @Spotify"},"content":{"rendered":"<h4>Precios de Spotify<\/h4>\n<p>@Spotify tiene tres niveles de precios:<\/p>\n<ul>\n<li>\u201cGratis\u201d: Puedes descargar y escuchar Spotify gratis.\u00a0A cambio, hay anuncios (audio y pantalla), el tiempo de escucha est\u00e1 limitado a 10 horas al mes y no puedes llevar tu m\u00fasica en un m\u00f3vil.<\/li>\n<li>&#8220;Ilimitado:\u00a0Tiempo de escucha ilimitado, sin anuncios.<\/li>\n<li>&#8220;Premium\u201d: Tiempo de escucha ilimitado, sin anuncios y la capacidad de llevar canciones a otros dispositivos m\u00f3viles.<\/li>\n<\/ul>\n<h4>Caracter\u00edsticas de los modelos freemium<\/h4>\n<p>Analizando los diferentes modelos freemium de \u00e9xito. las principales caracter\u00edsticas que se desprende de estos son:<\/p>\n<ul>\n<li>Una gran base de usuarios gratis<\/li>\n<li>Un bajo coste marginal para atender a cada nuevo suscriptor.<\/li>\n<li>Un producto cuyo valor para el usuario aumenta con el tiempo.<\/li>\n<\/ul>\n<p>As\u00ed,<strong>\u00a0los pros de este tipo de modelo de negocio<\/strong>\u00a0se podr\u00edan resumir en:<\/p>\n<ul>\n<li>Oportunidad de vender y monetizar la mencionada base de usuarios<\/li>\n<li>Aumenta el tama\u00f1o de la audiencia sin barreras de entrada. Permite que una empresa atraiga una amplia base de usuarios sin gastar recursos en campa\u00f1as publicitarias costosas o en una fuerza de ventas tradicional<\/li>\n<li>Oportunidad perfecta para pruebas beta gratuitas de nuevos productos<\/li>\n<li>La publicidad puede ser un flujo de ingresos viable, aunque las tarifas de suscripci\u00f3n mensuales que normalmente se cobran demuestran ser una fuente de ingresos m\u00e1s sostenible que el modelo de publicidad<\/li>\n<li>Si el valor de los productos freemium aumenta con el tiempo, el modelo puede tener gran \u00e9xito<\/li>\n<\/ul>\n<p>Sin embargo,\u00a0<strong>no es oro todo lo que reluce en este modelo<\/strong>. Sus principales desventajas son:<\/p>\n<ul>\n<li>Tasas de conversi\u00f3n bajas de usuarios gratuitos a clientes de pago, lo que significa que un alto porcentaje de usuarios gratuitos nunca se convierten en clientes<\/li>\n<li>Los clientes necesitan ver el valor del producto para convencerse de que deben convertirse en clientes de pago en alg\u00fan momento<\/li>\n<li>Los usuarios pueden tener la intenci\u00f3n de usar un producto s\u00f3lo por un corto tiempo y luego &#8220;tirarlo&#8221;<\/li>\n<li>Su \u00e9xito depende de lo bien que entienda el cliente\/usuario el valor del producto y de que haya diferencias de valor entre las funciones de pago y las gratuitas.<\/li>\n<\/ul>\n<p>Al parecer, Spotify cumple con las principales caracter\u00edsticas de un modelo freemium de \u00e9xito. Tiene millones de usuarios gratis. Su producto es altamente elogiado y ha sido un gran beneficiario del nuevo producto de Facebook, que permite que las actividades musicales de los usuarios se conviertan en virales. Y parece que la base de usuarios, a menos que no suceda alg\u00fan imprevisto, ir\u00e1 en aumento<\/p>\n<p>Por otro lado, Spotify parece tener un bajo coste marginal por suscriptor, esto es, los derechos que debe pagar a los propietarios del contenido (los autores).\u00a0Apenas le cuesta dar el servicio a cada nuevo suscriptor, en parte porque su tecnolog\u00eda lo permite. Es decir, Spotify no tiene que hacer grandes inversiones en tecnolog\u00eda cada vez que hace usuarios nuevos.<\/p>\n<p>A\u00fan as\u00ed, los costes de los derechos de autor podr\u00edan suponerle un problema. No obstante, Spotify ha puesto un precio suficientemente rentable a sus suscripciones en relaci\u00f3n con la cantidad de m\u00fasica que escucha el suscriptor, es decir, en promedio, las ganancias que Spotify obtiene de estos suscriptores compensan los costes de quienes consumen m\u00fasica las 24 horas del d\u00eda.<\/p>\n<p>Spotify cada vez se vuelve m\u00e1s \u00fatil para los usuarios, lo que le permitir\u00e1 convertir m\u00e1s usuarios gratuitos en usuarios pagos a lo largo del tiempo. Spotify cuenta, en comparaci\u00f3n con otros negocios similares, con una alta tasa de conversi\u00f3n en usuarios de pago (alrededor del 15%).<\/p>\n<h4>La clave es la conexi\u00f3n emocional<\/h4>\n<p>La clave es que\u00a0Spotify crea una &#8220;conexi\u00f3n emocional&#8221;\u00a0entre el usuario y el producto. Para un usuario, al principio, Spotify es solo m\u00fasica.\u00a0Luego se convierte en las listas de reproducci\u00f3n a las que ha dedicado mucho tiempo en elaborar, adem\u00e1s de las listas de reproducci\u00f3n de sus amigos, a las que puede acceder f\u00e1cilmente gracias a la integraci\u00f3n con\u00a0<a href=\"https:\/\/translate.googleusercontent.com\/translate_c?depth=1&amp;hl=es&amp;prev=search&amp;rurl=translate.google.es&amp;sl=en&amp;sp=nmt4&amp;u=http:\/\/www.businessinsider.com\/blackboard\/facebook&amp;xid=17259,15700022,15700124,15700149,15700186,15700191,15700201,15700214&amp;usg=ALkJrhhBn9nwjBy_8rT6r1LXGAkP072R5Q\" target=\"_blank\" rel=\"nofollow noopener\">Facebook<\/a>, como he mencionado antes.\u00a0Una vez que se produce la &#8220;conexi\u00f3n emocional&#8221; del usuario con el producto, \u00e9ste est\u00e1 mucho m\u00e1s convencido de pagar.<\/p>\n<p>En conclusi\u00f3n:<\/p>\n<ul>\n<li>La calidad del producto y la integraci\u00f3n con Facebook lo hacen\u00a0viral, lo que trae a los usuarios gratuitos<\/li>\n<li>A medida que va ganando mercado, Spotify gana poder de negociaci\u00f3n con los autores, lo que le permite mantener bajos los costes marginales para cada nuevo suscriptor, como he dicho antes<\/li>\n<li>Spotify te atrapa y te hace pagar una cuota de suscripci\u00f3n una vez que est\u00e1s enganchado<\/li>\n<li>Los ingresos por suscripci\u00f3n son recurrentes, por lo que los usuarios se convierten en pagos a lo largo plazo<\/li>\n<\/ul>\n<p>Hemos visto que el modelo freemium tiene como principal desventaja las tasas de conversi\u00f3n bajas de usuarios gratuitos a clientes de pago, sin embargo la conexi\u00f3n emocional que Spotify ha sabido crear con sus usuarios y su buen hacer a la hora de transmitir el valor de sus funciones de pago, le ha permitido superar con creces las barreras de entrada que podr\u00edan impedir el aumento del tama\u00f1o de su audiencia.<\/p>\n<p><a href=\"https:\/\/mondayhappymonday.com\/institute\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-6750 size-full\" src=\"https:\/\/mondayhappymonday.com\/wp-content\/uploads\/2021\/05\/CALL-TO-ACTION-MHM-INSTITUTE-1-2.png\" alt=\"\" width=\"4800\" height=\"2700\" srcset=\"https:\/\/mondayhappymonday.com\/wp-content\/uploads\/2021\/05\/CALL-TO-ACTION-MHM-INSTITUTE-1-2.png 4800w, https:\/\/mondayhappymonday.com\/wp-content\/uploads\/2021\/05\/CALL-TO-ACTION-MHM-INSTITUTE-1-2-1280x720.png 1280w, https:\/\/mondayhappymonday.com\/wp-content\/uploads\/2021\/05\/CALL-TO-ACTION-MHM-INSTITUTE-1-2-980x551.png 980w, https:\/\/mondayhappymonday.com\/wp-content\/uploads\/2021\/05\/CALL-TO-ACTION-MHM-INSTITUTE-1-2-480x270.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) and (max-width: 1280px) 1280px, (min-width: 1281px) 4800px, 100vw\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Precios de Spotify @Spotify tiene tres niveles de precios: \u201cGratis\u201d: Puedes descargar y escuchar Spotify gratis.\u00a0A cambio, hay anuncios (audio y pantalla), el tiempo de escucha est\u00e1 limitado a 10 horas al mes y no puedes llevar tu m\u00fasica en un m\u00f3vil. &#8220;Ilimitado:\u00a0Tiempo de escucha ilimitado, sin anuncios. &#8220;Premium\u201d: Tiempo de escucha ilimitado, sin anuncios [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":4466,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[24],"tags":[106,107,108,109],"class_list":["post-4471","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innovacio","tag-business-ca","tag-digital-ca","tag-innovation-ca","tag-transformacion-digital-ca"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Los Freemium y @Spotify - Monday Happy Monday<\/title>\n<meta name=\"description\" content=\"Spotify crea una &quot;conexi\u00f3n emocional&quot;\u00a0entre el usuario y el producto. 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