mobiln\u00e9 verzie webov<\/a>. Z\u00e1kazn\u00edkmi Piana s\u00fa najv\u00fdznamnej\u0161ie n\u00e1rodn\u00e9 denn\u00edky, t\u00fd\u017edenn\u00edky aj mesa\u010dn\u00edky, telev\u00edzne stanice a r\u00e1di\u00e1. Na druhej strane Piano poskytuje svojim partnerom technick\u00e9 rie\u0161enia, anal\u00fdzy a odpor\u00fa\u010dania, ktor\u00e9 im pom\u00e1haj\u00fa spoplat\u0148ova\u0165, propagova\u0165 a zlep\u0161ova\u0165 ich internetov\u00fd obsah (pianomedia.sk, Metered paywall je na Slovensku \u00faspe\u0161n\u00fd). Slu\u017eby poskytuj\u00fa u\u017e\u00edvate\u013eom, pri\u010dom viac ako polovica pou\u017e\u00edvate\u013eov je vo veku od 25 do 44 rokov. Vy\u0161e 40 % pou\u017e\u00edvate\u013eov Piana m\u00e1 vysoko\u0161kolsk\u00fd titul, k\u00fdm v celkovej internetovej popul\u00e1cii je to len 16 %. Predplatitelia Piana \u017eij\u00fa vo v\u00e4\u010d\u0161\u00edch mest\u00e1ch, a\u017e 33 % z nich \u017eije v dvoch najv\u00e4\u010d\u0161\u00edch slovensk\u00fdch mest\u00e1ch v Bratislave a v Ko\u0161iciach (pianomedia.sk, Slovak piano users).<\/p>\nAko funguje Piano media?<\/h2>\n
Piano media funguje na syst\u00e9me predplatn\u00e9ho. Aktu\u00e1lna cena predplatn\u00e9ho pre be\u017en\u00e9ho u\u017e\u00edvate\u013ea je 3,90 \u20ac. Pri predplaten\u00ed piana cez partnersky web je mo\u017enos\u0165 zvoli\u0165 si ro\u010dn\u00e9 predplatn\u00e9 za 39 \u20ac, alebo 3 mesiace za 9,90 \u20ac. D\u00e1 sa uplatni\u0165 aj z\u013eava na \u0161tudentsk\u00fd preukaz ISIC alebo ITIC, \u010do predstavuje 50% z\u013eavu. Pre nov\u00fdch u\u017e\u00edvate\u013eov je mo\u017enos\u0165 vysk\u00fa\u0161a\u0165 si piano na jeden mesiac za 1 cent. Po uplynut\u00ed prv\u00e9ho mesiaca je predplatn\u00e9 automaticky pred\u013a\u017een\u00e9 za \u0161tandardn\u00fa cenu. T\u00e1to platba sa d\u00e1 do 31 dn\u00ed zru\u0161i\u0165. Platbu je mo\u017en\u00e9 vykona\u0165 len elektronicky ke\u010f\u017ee sa jedn\u00e1 o elektronick\u00fa slu\u017ebu. V\u00fdhodou je mo\u017enos\u0165 platby pomocou slu\u017eby paypal. Taktie\u017e sa d\u00e1 predplatn\u00e9 uhradi\u0165 priamo platobnou kartou alebo pomocou r\u00f4znych slu\u017eieb poskytovan\u00fdch slovensk\u00fdmi bankami. Z\u00e1kazn\u00edk mus\u00ed zada\u0165 aj svoju emailov\u00fa adresu a v\u010faka tomu sa vytv\u00e1ra \u0161irok\u00fd mailing list pre Piano.
\nPiano poskytuje svoje slu\u017eby aj podnikom. Zamestnanci sa prihl\u00e1sia na z\u00e1klade k\u00f3du alebo firemnej siete. \u010c\u00edm viac pr\u00edstupov si firma objedn\u00e1 t\u00fdm ni\u017e\u0161ia je cena jednotliv\u00fdch pr\u00edstupov (pianomedia.sk, Predplatn\u00e9 pre firmy). Z\u00edskan\u00fa \u010diastku Piano del\u00ed na tri \u010dasti. Webstr\u00e1nka, na ktorej do\u0161lo k platbe automaticky z\u00edska 40 %. \u010fal\u0161\u00edch 30 % sa rozdel\u00ed medzi m\u00e9di\u00e1, pod\u013ea \u010dasu, ktor\u00e9 na nich u\u017e\u00edvate\u013e str\u00e1vi. A napokon, 30 % z\u00edska Piano na prev\u00e1dzkovanie syst\u00e9mu (pianomedia.sk, O slu\u017ebe). So z\u00e1kazn\u00edkmi Piano komunikuje predov\u0161etk\u00fdm cez samotn\u00e9 internetov\u00e9 str\u00e1nky, ktor\u00e9 do syst\u00e9mu spadaj\u00fa. Z\u00e1kazn\u00edk m\u00e1 z\u00e1ujem \u00eds\u0165 na spoplatnen\u00fd obsah, a ten je dostupn\u00fd a\u017e po prihl\u00e1sen\u00ed alebo zak\u00fapen\u00ed si slu\u017eby piano \u2013 napr. http:\/\/komentare.sme.sk .
\nNov\u00fd z\u00e1kazn\u00edk dostane ihne\u010f mo\u017enos\u0165 vyu\u017ei\u0165 akciu jeden mesiac za jeden cent. Po uplynut\u00ed akcie sa m\u00f4\u017ee rozhodn\u00fa\u0165, \u010di bude na\u010falej vyu\u017e\u00edva\u0165 ponuku spoplatnenej slu\u017eby Piano.
\nPiano ako prv\u00e9 na Slovensku zaznamenalo trhov\u00fd \u00faspech v sf\u00e9re distrib\u00facie digit\u00e1lneho obsahu. Spoplatnenie internetov\u00e9ho obsahu na svojich str\u00e1nkach chcel v minulosti zavies\u0165 napr\u00edklad port\u00e1l SME.sk, ktor\u00fd v\u0161ak bol ne\u00faspe\u0161n\u00fd. Hlavn\u00fdm rozdielom, pre\u010do Piano zaznamenalo \u00faspech, bolo zastre\u0161enie v\u00e4\u010d\u0161ieho mno\u017estva webov\u00fdch port\u00e1lov s\u00fa\u010dasne. \u010eal\u0161\u00edm v\u00fdznamn\u00fdm faktom bolo, \u017ee Piano za\u010dalo pou\u017e\u00edva\u0165 syst\u00e9m platenia podobn\u00fd tomu, ktor\u00fd vyu\u017e\u00edvali k\u00e1blov\u00e9 telev\u00edzie. Po zaplaten\u00ed poplatku mohol z\u00e1kazn\u00edk vyu\u017e\u00edva\u0165 v\u0161etky z predplaten\u00fdch webov\u00fdch str\u00e1nok, bez \u010fal\u0161\u00edch poplatkov (wsj.com, Slovak Entrepreneurs to Test Charging for News Online). Pod\u013ea tla\u010dovej spr\u00e1vy Piano Media zarobilo za prv\u00fd mesiac fungovania 40 000 \u20ac (zive.sk, Piano zarobilo 40-tis\u00edc eur za mesiac). V\u00fdznamn\u00fdm krokom k \u00faspechu bolo aj zak\u00fapenie pr\u00e1v na unik\u00e1tny targetingov\u00fd syst\u00e9m od rak\u00faskej spolo\u010dnosti Novosense, ktor\u00fd sa vyv\u00edjal v \u017diline (pianomedia.sk, Piano \u010falej investuje). Tento syst\u00e9m naz\u00fdvan\u00fd Metered Paywall umo\u017enil zobrazenie ur\u010dit\u00e9ho po\u010dtu platen\u00fdch \u010dl\u00e1nkov zadarmo, podobne ako to robia viacer\u00e9 svetov\u00e9 webnoviny, ako napr\u00edklad The New York Times, The Economist a Financial Times (dsl.sk, Piano sa m\u00e1 na jar zmeni\u0165, nov\u00fd model spoplatnenia nechce komentova\u0165). Na rozdiel od spomenut\u00fdch m\u00e9di\u00ed, Piano zastre\u0161uje v\u00e4\u010d\u0161ie mno\u017estvo webov\u00fdch port\u00e1lov. Zaveden\u00edm tohto syst\u00e9mu sa umo\u017enilo aj spravodlivej\u0161ie rozde\u013eovanie pe\u0148az\u00ed z predplatn\u00e9ho, pre jednotliv\u00e9 internetov\u00e9 str\u00e1nky, pod\u013ea po\u010dtu pre\u010d\u00edtan\u00fdch \u010dl\u00e1nkov a pozret\u00fdch vide\u00ed. O \u00faspechu zaveden\u00e9ho syst\u00e9mu Metered Paywall sved\u010d\u00ed aj tla\u010dov\u00e1 spr\u00e1va Piano Media, ktor\u00e1 hovor\u00ed o zv\u00fd\u0161en\u00ed ziskov zapojen\u00fdch m\u00e9di\u00ed o viac ne\u017e 100 % a n\u00e1rast po\u010dtu platieb za mesiac o 48 %. \u0160t\u00fadia z\u00e1rove\u0148 potvrdila pozit\u00edvny efekt zavedenia sk\u00fa\u0161obn\u00e9ho predplatn\u00e9ho za 1 cent na prv\u00fd mesiac, z ktor\u00e9ho sa predplatitelia m\u00f4\u017eu odhl\u00e1si\u0165, ak im nevyhovuje (opt-out). Viac ne\u017e 70% nov\u00fdch predplatite\u013eov na Slovensku si vybralo t\u00fato mo\u017enos\u0165. Po \u0161tyroch mesiacoch zavedenia opt-outu bolo viac ne\u017e 44% nov\u00fdch z\u00e1kazn\u00edkov z m\u00e1ja st\u00e1le akt\u00edvnych. Zavedenie opt-outu z\u00e1rove\u0148 zv\u00fd\u0161ilo mesa\u010dn\u00fd pr\u00edlev nov\u00fdch predplatite\u013eov o 79%. (pianomedia.sk, Metered paywall).
\n\u010eal\u0161\u00edm vplyvn\u00fdm faktorom \u00faspechu bola invest\u00edcia z investi\u010dn\u00e9ho fondu riaden\u00e9ho firmou 3TS Capital Partner, ktor\u00e1 umo\u017enila r\u00fdchlej\u0161ie roz\u0161irovanie do in\u00fdch kraj\u00edn (itnews.sk, Piano Media z\u00edskala od 3TS invest\u00edciu 2 mil. eur). Av\u00edzo roz\u0161irovania slu\u017eby Piano bolo u\u017e v marci roku 2012. Do konca roku 2013 malo Piano pokr\u00fdva\u0165 10 kraj\u00edn (zive.sk, Piano v j\u00fali expanduje u\u017e do tretej krajiny). Piano Media mala amb\u00edcie zavies\u0165 slu\u017ebu Piano v priebehu posledn\u00e9ho roka v troch a\u017e \u0161tyroch nov\u00fdch krajin\u00e1ch. No za toto obdobie sa podarilo vst\u00fapi\u0165 len na Po\u013esk\u00fd trh (hnonline.sk, Piano potrebuje by\u0165 vo ve\u013ekej krajine a z\u00e1padnej Eur\u00f3pe). Vysvet\u013eovanie ne\u00faspechu prieniku na zahrani\u010dn\u00fd trh vysvet\u013euj\u00fa r\u00f4zne, ale presn\u00e9 \u0161t\u00fadie uv\u00e1dzan\u00e9 nie s\u00fa. Z tohto h\u013eadiska nie je presne mo\u017en\u00e9 porozumie\u0165 \u00faspechu rozdielu medzi \u00faspechom na dom\u00e1com trhu a \u010diasto\u010dnom \u00faspechu na zahrani\u010dnom trhu.
\nProbl\u00e9my, ktor\u00fdm m\u00f4\u017ee Piano \u010deli\u0165 v bud\u00facnosti je odst\u00fapenie zmluvn\u00fdch str\u00e1n o distrib\u00faci\u00ed digit\u00e1lneho obsahu, ako sa tomu stalo v pr\u00edpade TV Joj, ktor\u00e1 si zalo\u017eila vlastn\u00fd port\u00e1l \u2013 huste.tv (dsl.sk, Piano sa r\u00faca).<\/p>\n
Strat\u00e9gia Piano Media<\/h2>\n
Hlavnou strat\u00e9giou spolo\u010dnosti Piano Media bolo zoskupenie \u010do najv\u00e4\u010d\u0161ieho po\u010dtu webov\u00fdch str\u00e1nok pod jednotn\u00fd syst\u00e9m spoplatnenia. Hlavn\u00fdm zmyslom tak\u00e9hoto zoskupenia bolo prinesenie \u010do najv\u00e4\u010d\u0161ieho po\u010dtu \u010ditate\u013eov a s\u0165a\u017eeniu vytvorenia podobn\u00e9ho konkuren\u010dn\u00e9ho syst\u00e9mu spoplatnenia.
\nPre zv\u00fd\u0161enie po\u010dtu zapojen\u00fdch m\u00e9di\u00ed bolo webov\u00fdm port\u00e1lom okrem \u010dasti z predplatn\u00e9ho poskytnut\u00e9 aj poradenstvo zameran\u00e9 na zv\u00fd\u0161enie po\u010dtu n\u00e1v\u0161tevn\u00edkov.
\n\u010eal\u0161\u00edm strategick\u00fdm krokom na zv\u00fd\u0161enie po\u010dtu predplatite\u013eov Piana bolo napr\u00edklad zavedenie sk\u00fa\u0161obn\u00e9ho predplatn\u00e9ho za 1 cent, ktor\u00fd spolo\u010dnos\u0165 Piano Media hodnotila ako ve\u013emi \u00faspe\u0161n\u00fd.
\nK splneniu cie\u013eov taktie\u017e pomohlo zak\u00fapenie pr\u00e1v na unik\u00e1tny targetingov\u00fd syst\u00e9m Metered Paywall od rak\u00faskej spolo\u010dnosti Novosense a invest\u00edcia z investi\u010dn\u00e9ho fondu riaden\u00e9ho firmou 3TS Capital Partner, ktor\u00e1 umo\u017enila r\u00fdchlej\u0161ie roz\u0161irovanie do in\u00fdch kraj\u00edn. Mo\u017enos\u0165 platby cez paypal alebo prostredn\u00edctvom platobnej karty umo\u017enilo jednoduch\u0161ie platby.
\nPiano Media zvolilo Slovensko, ako prv\u00fa krajinu na zavedenie Piana z d\u00f4vodu testovania modelu, pre vyu\u017eitie v in\u00fdch krajin\u00e1ch v strednej Eur\u00f3pe. Strategick\u00fdm cie\u013eom bolo roz\u0161\u00edri\u0165 tento model do \u010fal\u0161\u00edch kraj\u00edn, \u010do sa \u00faspe\u0161ne podarilo v Slovinsku a Po\u013esku. Spolo\u010dnos\u0165 Piano Media pl\u00e1novala vysk\u00fa\u0161a\u0165 tento model aj v jednej z kraj\u00edn z\u00e1padnej Eur\u00f3py. Ak by tento model fungoval aj v z\u00e1padn\u00fdch krajin\u00e1ch, v\u00fdrazne by sa roz\u0161\u00edril po\u010det kraj\u00edn do ktor\u00fdch by sa Piano mohlo sk\u00fa\u0161a\u0165 roz\u0161irova\u0165.<\/p>\n
Z\u00e1ver<\/h2>\n
Strat\u00e9gia, ktor\u00fa Piano Media zvolilo bola vhodn\u00e1, nako\u013eko spustenie prev\u00e1dzky nastalo na dom\u00e1com trhu. \u010eal\u0161ie invest\u00edcie boli pou\u017eit\u00e9 na nak\u00fapenie technologick\u00fdch rie\u0161en\u00ed a \u010diasto\u010dne v\u00fdskumov, ktor\u00e9 umo\u017enili predpripravenie sa na zavedenie technol\u00f3gie v zahrani\u010d\u00ed. Pod\u013ea n\u00e1\u0161ho n\u00e1zoru jeho aktu\u00e1lny trhov\u00fd \u00faspech spo\u010d\u00edva v sp\u00e1jan\u00ed najv\u00e4\u010d\u0161\u00edch a najvplyvnej\u0161\u00edch slovensk\u00fdch webov, poskytovan\u00ed kvalitn\u00e9ho obsahu, porozumeniu trhu na ktorom podnik\u00e1 a investi\u010dnej podpore z investi\u010dn\u00e9ho fondu.<\/p>\n","protected":false},"excerpt":{"rendered":"
\u010co je to Piano? Piano je online distribu\u010dn\u00fd syst\u00e9m, ktor\u00fd umo\u017e\u0148uje prev\u00e1dzkovate\u013eom webov\u00fdch str\u00e1nok spoplatnenie ich obsahu (pianomedia.sk, O slu\u017ebe). Tento distribu\u010dn\u00fd syst\u00e9m je prev\u00e1dzkovan\u00fd … <\/p>\n","protected":false},"author":12,"featured_media":24929,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50,553],"tags":[],"class_list":["post-7498","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-vzdelavam-sa"],"yoast_head":"\n
Distrib\u00facia digit\u00e1lneho obsahu Piano media<\/title>\n<meta name=\"description\" content=\"Strat\u00e9gia syst\u00e9mu na distrib\u00faciu digit\u00e1lnoho obsahu Piano media.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vrtulniky.sk\/news\/distribucia-digitalneho-obsahu-piano-media\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Distrib\u00facia digit\u00e1lneho obsahu Piano media\" \/>\n<meta property=\"og:description\" content=\"Strat\u00e9gia syst\u00e9mu na distrib\u00faciu digit\u00e1lnoho obsahu Piano media.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.vrtulniky.sk\/news\/distribucia-digitalneho-obsahu-piano-media\/\" \/>\n<meta property=\"og:site_name\" content=\"Podnik\u00e1m, lietam a relaxujem\" \/>\n<meta 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