Danes set to retry freemium, move to subs automation

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As Denmark's Jysk Fynske Medier continues to grow, MPP Global is to implement a new digital subscription management system.

JFM - established by the 2014 merger of Jyske Media and Fynske Media - grew again when it acquired Midtjylland Media in 2016, and now boasts 13 daily newspapers, 57 weekly newspapers and four radio stations.
The group is now looking to expand subscription revenue from digital product sales, growing online subscribers and automating manual processes.

Head of subscriptions Henrik Lassen says the aim is to become more flexible digitally, "an entirely different beast to print".

MPP Global's eSuite platform was partly selected for its ability to support digital subscriptions, offering a comprehensive, single view of customer data print and digital product portfolios, linked to an eWallet for cohesive cross-sell capability.

In the first phase, JFM will re-launch freemium paywalls across their daily newspaper titles, giving them the freedom to launch and experiment with new offers and incentives without technical assistance. Process efficiencies are expected from updated self-service capabilities, improving JFM's online experience whilst reducing dependency on in-house customer care teams.

Later phases of the project will focus on retention and recovery automation, increased billing optimisation and implementation of leading payment types in Denmark such as MobilePay.

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