Page 23 - AC/E's Digital Culture Annual Report 2015

AC/E Digital Culture Annual Report 201523If we reach millions of users within a short time, they will end up establishing the business model for us. It will not do to carry on believing that the thousands of customers whom we burden with high prices are going to keep our business going for us. Those times are over. We must be highly flexible, listen to the customer and con- stantly try out new things that are perceived to be fairly priced. Twenty-first-century businesses must be accompanied by the value perceived by whatever customers we have.In short, my practical recommendations are:1. We must adjust the prices of our cultural offering to the digital environment and base the business model on having “a lot of customers who pay a little”.2. Facilitate access to cultural content in formats accessible from any terminal.3. Realise that people increasingly wish to enjoy culture from their mobiles.4. Incorporate amusing interactions that facilitate readers’ understanding of cultural content.5. Design pay-as-you-use systems that adapt to each customer’s needs.6. Ensure that content can be enjoyed in a group and create new formats for environ- ments such as WhatsApp.7. Create easy channels for allowing the cus- tomer to communicate with you and listen to their demands.8. Use technology to generate more content and adapt it to the needs of each individual customer.Rodolfo Carpintier