We need to acquire a detailed understanding of the market.

We need to acquire a detailed understanding of the user. Users differ in their readiness to pay for content. Surveys should just be conducted alongside real existing products with real existing users.

We need to ensure the quality of content, an exclusivity of content, and a usability of content provision.

When wanting to charge for content, we need to select content. Not any content is sellable. It is recommendable to start first with very special content.

We need to allow for simple and intuitive use. A lot of purchases are terminated while they are carried out! A user-friendly shopping process allows for quick access, enough transparency for the user to judge the value of the content on offer as well as safe and easy payment.

We need to create a good technical infrastructure. It should support different modes of payment and digital rights management which is of particular importance for websites that offer content from third parties.

We need to promote paid content - not just on the website but also outside in the offline media and other websites. We need to focus on the way we package and distribute content.

We need to build flexible payment systems that favour 'a-la-carte' consumer purchasing habits in addition to subscription models.

We need to apply a time-slot strategy: thinking where we fit into a user's day and tailoring our service according to that.