Member Since: 26th Apr 2019
10th Jul 2019
The intention is for the Freemium access to look unstable. Not the Product itself. Create ambiguity about the end of that gift of access to the service. As I point out, the end is currently too stable.
I agree, alongside this would have to be a different approach to the usual to account management. Which would have more leverage in the relationship. Pre-empting the stages of withdrawal of the Freemium service. Matching it with comms to sell up the Premium stable service.
From my work on consumer endings in the customer lifecycle, I think the end of Freemium needs work. This approach is a proposal. So it might not be perfect. But I think there is lots of opportunity at the end of Freemium to improve it.
5th Jul 2019
Thanks for the question @DeltaSwan.
The recommendation somewhat comes from psychology of the y decision. Following the path of least resistance and inaction - the cognitive load for the consumer is too comfortable in a lot of endings of Freemium. Where making that ending more ambiguous creates questioning. And hopefully a acknowledgment that the full Premium service is of enough value to commit.
There is a link here to an explanation in psychology terms.