The Success of Freemium Business Model: Multiple Case Studies of Industry Leaders
Yıl: 2022 Cilt: 23 Sayı: 2 Sayfa Aralığı: 635 - 642 Metin Dili: İngilizce DOI: 10.37880/cumuiibf.1063898 İndeks Tarihi: 17-08-2022
The Success of Freemium Business Model: Multiple Case Studies of Industry Leaders
Öz: Freemium is a concept that emerged with the combination of the terms "free" and "premium", where free and premium versions are offered together. The freemium business model has been widely used in online markets recently. Today, many digital businesses implement the freemium business model, in which paid and free versions are offered together. However, there is a limited perspective on the success of the freemium business model. The purpose of this article is to highlight the key points of being successful in the digital world with the freemium business model. In the study, the main strategies that enable an online organization to run a successful freemium business model are explained with the canvas business model and the 4V business model framework. In this regard, multiple case studies were conducted on online digital companies (LinkedIn, Youtube, Spotify, and Google Drive) that managed to develop a sustainable freemium model. Studies examining the freemium business model are limited in the literature. The current study aims to expand the current understanding of the freemium business model, help online companies evaluate whether the freemium business model is suitable for them, and develop strategies to develop and maintain a successful freemium business model. Research findings reveal that differentiated product offerings and growth strategies are the cornerstones of the freemium business model. Expanding the user base, maintaining the balance between free and paid versions, investing in innovation, strategic partnerships, interaction with social networks, gaining insight from users, and internationalization are critical for the sustainability of the freemium business model. Finally, value propositions must be perceived well by the customer to increase customer loyalty.
Anahtar Kelime: Freemium İş Modelinin Başarısı: Endüstri Liderlerinin Çoklu Vaka Çalışması
Öz: Freemium, ücretsiz ve premium sürümlerin bir arada sunulduğu “free” ve “premium” terimlerinin birleşimi ile ortaya çıkmış bir kavramdır. Freemium iş modeli, son zamanlarda çevrimiçi pazarlarda yaygın olarak kullanılmaktadır. Günümüzde birçok dijital işletme ücretli ve ücretsiz sürümlerin bir arada sunulduğu freemium iş modelini uygulamaktadır. Ancak freemium iş modelinin başarısı hakkında kısıtlı bir bakış açısı bulunmaktadır. Bu makalenin amacı, dijital dünyada freemium iş modeli ile başarılı olmanın kilit noktalarını vurgulamaktır. Çalışmada, dijital bir işletmenin başarılı bir freemium iş modeli uygulamasını sağlayan temel stratejileri kanvas iş modeli ve 4V iş modeli çerçevesi ile açıklanmaktadır. Bu doğrultuda, sürdürülebilir bir freemium modeli geliştirmeyi başaran çevrimiçi sektörde faaliyet gösteren dijital şirketler (LinkedIn, Youtube, Spotify ve Google Drive) üzerinden çoklu vaka çalışmaları gerçekleştirilmiştir. Literatürde freemium iş modelini inceleyen çalışmaların kısıtlı olduğu görülmektedir. Mevcut çalışma, freemium iş modelinin sınırlı anlayışını genişletmeyi, çevrimiçi şirketlerin freemium iş modelinin kendileri için uygun olup olmadığını değerlendirmelerine ve başarılı bir freemium iş modeli geliştirmek ve sürdürmek için stratejiler geliştirmelerine yardımcı olmayı hedeflemektedir. Araştırma bulguları, farklılaştırılmış ürün teklifleri ve büyüme stratejisinin freemium iş modelinin temel taşı olduğunu ortaya koymaktadır. Kullanıcı tabanını genişletmek, ücretsiz ve ücretli sürümler arasındaki dengenin korunması, inovasyona yatırım, stratejik iş ortaklıkları, sosyal ağlar ile etkileşim, kullanıcılardan iç görü elde etme ve uluslararasılaşma, freemium iş modelinin sürdürülebilir olabilmesi için kritik önem taşımaktadır. Son olarak, müşteri sadakatinin artırılması için değer tekliflerinin müşteri tarafından iyi algılanması gerekmektedir.
Anahtar Kelime: Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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| APA | Tavman E (2022). The Success of Freemium Business Model: Multiple Case Studies of Industry Leaders. , 635 - 642. 10.37880/cumuiibf.1063898 |
| Chicago | Tavman E. Başak The Success of Freemium Business Model: Multiple Case Studies of Industry Leaders. (2022): 635 - 642. 10.37880/cumuiibf.1063898 |
| MLA | Tavman E. Başak The Success of Freemium Business Model: Multiple Case Studies of Industry Leaders. , 2022, ss.635 - 642. 10.37880/cumuiibf.1063898 |
| AMA | Tavman E The Success of Freemium Business Model: Multiple Case Studies of Industry Leaders. . 2022; 635 - 642. 10.37880/cumuiibf.1063898 |
| Vancouver | Tavman E The Success of Freemium Business Model: Multiple Case Studies of Industry Leaders. . 2022; 635 - 642. 10.37880/cumuiibf.1063898 |
| IEEE | Tavman E "The Success of Freemium Business Model: Multiple Case Studies of Industry Leaders." , ss.635 - 642, 2022. 10.37880/cumuiibf.1063898 |
| ISNAD | Tavman, E. Başak. "The Success of Freemium Business Model: Multiple Case Studies of Industry Leaders". (2022), 635-642. https://doi.org/10.37880/cumuiibf.1063898 |
| APA | Tavman E (2022). The Success of Freemium Business Model: Multiple Case Studies of Industry Leaders. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 23(2), 635 - 642. 10.37880/cumuiibf.1063898 |
| Chicago | Tavman E. Başak The Success of Freemium Business Model: Multiple Case Studies of Industry Leaders. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi 23, no.2 (2022): 635 - 642. 10.37880/cumuiibf.1063898 |
| MLA | Tavman E. Başak The Success of Freemium Business Model: Multiple Case Studies of Industry Leaders. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, vol.23, no.2, 2022, ss.635 - 642. 10.37880/cumuiibf.1063898 |
| AMA | Tavman E The Success of Freemium Business Model: Multiple Case Studies of Industry Leaders. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2022; 23(2): 635 - 642. 10.37880/cumuiibf.1063898 |
| Vancouver | Tavman E The Success of Freemium Business Model: Multiple Case Studies of Industry Leaders. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2022; 23(2): 635 - 642. 10.37880/cumuiibf.1063898 |
| IEEE | Tavman E "The Success of Freemium Business Model: Multiple Case Studies of Industry Leaders." Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 23, ss.635 - 642, 2022. 10.37880/cumuiibf.1063898 |
| ISNAD | Tavman, E. Başak. "The Success of Freemium Business Model: Multiple Case Studies of Industry Leaders". Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi 23/2 (2022), 635-642. https://doi.org/10.37880/cumuiibf.1063898 |
