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The Only Policy

Peter Kam Fai Cheung SBS

Imagine if you run an e-business, how would you market your value propositions to generate recurrent revenue streams? One strategy is to convert your on-line subscribers into regular paying ones so that you need not worry their return after checking out. You can then predict with certain accuracy your finances and return on investment.

The fact that you have on-line subscribers could be the result of your marketing tool that provides for free trials or free features to showcase the kind of satisfaction that they can get. Your parallel strategy is to generate greater needs of your on-line subscribers or to resolve their current problems until they are prepared to pay for more and better products or services. However, there are on-line subscribers who need to be induced or lured to be converted into paying ones.

Some e-businesses might resort to illegal means like fraudulent misrepresentation ie making a false statement with intent to deceive their on-line subscribers to induce them to enter into paying contracts. Others might apply unethical means like causing inconvenience, emotional detriment and loss of time to their on-line subscribers to lure them to upgrade their plans. Such malpractices are commonly deployed in the highly-competitive and saturated e-business market.

As an on-line subscriber, I was nearly trapped into a paying contract but for my reflection and verification that certain material facts were undisclosed and queries unanswered. Whether the marketing practice is illegal or sharp, my user experience has changed from satisfactory to unsatisfactory, and the brand image of the e-business has become not so good. I strongly believe that for a sustainable e-business model, honesty is not only the best, but the only policy!


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