Digital media is a rapidly growing industry.
It now accounts for more than one-third of the world’s digital market, with revenue forecast to hit $500 billion by 2020, according to industry analyst IDC.
This growth is driven by the growing ubiquity of digital media platforms, which are increasingly able to serve a diverse user base.
However, the price of digital is often a barrier to entry, says Rakesh Jain, Head of Research and Consulting at digital platform consulting firm Applied Digital Skills.
Digital media platforms can charge you hundreds of dollars for access to an online video or audio clip, for example, while online audio services can charge as little as $1 for a piece of music.
And while these are only temporary discounts, many are actually prohibitively high for the vast majority of users.
“I am not saying you should never pay for audio at all, but for a lot of users, it may be the only option available,” says Jain.
He explains that the majority of online audio users may not even have an audio system at all and may rely on a smartphone or tablet to record and edit their own content.
“This is a huge barrier to new users,” Jain adds.
“Most users are very well versed in the tools they need, and this is a major barrier to them getting into the ecosystem.”
To address this, Jain suggests two key steps.
First, he says, new users should be able to start using the same tools, and that the same software should be used across devices, allowing users to get started quickly.
Second, Jains advises that users who are new to the digital ecosystem should be encouraged to use the same technologies and software as those who are already in the ecosystem, and to learn from each other.
“The way you teach a new user how to use your app or site is really important, especially as they get used to using it,” he says.
“As they get more comfortable with it, they may start to look at their apps differently.”
Jain explains that new users are often unaware that the price they pay for digital media is determined by their needs and their budget.
“I’ve seen this time and again in my practice, and it’s very important that you have a clear, concise and clear pricing model in place.
It will help a lot to get new users in the industry to understand this.”
The first step to getting a new digital media system in the right hands is to educate users on how to choose the right platform.
“Digital media is becoming the default, and there are many new users who aren’t even aware that this is the case,” says Tasha, a new consumer.
“There are many options for them to go and get the best digital media platform available.
They should also be aware of the differences between apps and other services.”
A guide to choosing a digital media solution to meet your needs, and how to learn about them, is a good place to start.
“It’s important to understand what is important to you, what your needs are and what you want to achieve with your digital media,” says Jaya, a consumer.
She adds that the best way to ensure you are getting the best experience possible is to find out how the platforms differ.
“There is no one answer to getting the most out of a digital content service, but it is essential to be educated about what you need to know and how the platform works,” she says.
Jain, who has studied the pricing models of the top digital platforms, says that when choosing a platform, it helps to think through the benefits and drawbacks of the product, as well as its pricing structure.
“The cost is not necessarily the primary reason for choosing a particular platform,” he adds.
“If the price is low, it means the service is well priced, as the content is available for free or for low-cost plans,” says Ramesh, a digital product manager at the e-commerce marketplace Zomato.
A key piece of advice for new users to consider is the number of different audio, video and photo features that the service offers. “
A user’s budget can be an important factor in choosing a service, as some digital media services may only be able give access to certain types of content, such as movies and music, which may not appeal to the budget of many users.”
A key piece of advice for new users to consider is the number of different audio, video and photo features that the service offers.
“Different audio and video features can be very useful for different types of users,” says Ashish, a product manager with e-retailer Flipkart.
“However, some of the audio features are more of a premium product, which is not suited to people who are more budget-conscious.”
Some services offer free, paid, premium and bundle packages, which offer additional features