How does Zoom make money?

Have you wondered what Zoom’s revenue model and pricing structure is like?

Infographic: Zoom's Revenue Skyrockets On Pandemic Boost | Statista

“As the chart shows, Zoom saw its revenue skyrocket in the past three months, accelerating an already impressive upward trend. In the quarter ended April 30, total revenue for the video conferencing company amounted to $328 million, up 169 percent from the same period of last year. For the ongoing quarter, Zoom expects another jump in revenue to $495 to $500 million as working from home will remain highly prevalent as long as the pandemic hasn’t run its course.”

 

The free version limits usage time to 40 minutes while limiting user count to 100 attendees. To lift these restrictions, customers will have to pay a monthly subscription fee.

Businesses or individuals have to pay $14.99 when billed monthly or $12.49/month for annual billing.

Zoom Rooms

Zoom Rooms are conference rooms systems that allow organizations to run video meetings. Customers can utilize their existing hardware providers such as Polycom and Cisco or purchase from Zoom-certified hardware providers.

The company’s Professional Services unit then ensures that the installation of conference rooms runs as smoothly as possible.

Customers are charged a monthly subscription fee, which comes in at $49 a month per installed conference room (or $41.58 per month when billed annually).

Furthermore, Zoom partners up with manufacturers like DTEN or Aver to provide their customers with the necessary hardware tools.

Zoom Video Webinars 

Zoom Video Webinars is a web conferencing service that allows users to broadcast a Zoom meeting to up to 10,000 view-only attendees. Webinars start at a capacity of 100 participants and scale up to 10,000 participants, depending on the license bought.

Webinar pricing starts at $14.99 per month and user (when billed monthly). On top of that, a webinar license must be purchased. The price depends on the number of attendees hosted. 

 

Why it’s hot: Certain companies and sectors have benefited from the Covid-19 pandemic and video communications technologies like Zoom have been one of the biggest beneficiaries.

Sources: One, Two

Burger King Triggers Google Home

Capitalizing on our imperfect technology, Burger King has created a series of ads that triggers google home and android phones. In a clever play to garner attention, Burger King went as far as changing the wikipedia entry for Whopper Burger to ensure that triggered machines were delivering the message they wanted – Google Home reads the first line from wikipedia when answering questions.

Although clever, the stunt forced google to disable the device’s response to the ad. Banking on people not changing the wikipedia entry triggered by the command is risky business.There was quite a stir on Wikipedia as people changed the entry to hear their edits after playing the commercial.

Why it’s hot:

  1. short, sharp, viral commercial that generated a digital media storm, so even though the trigger was disabled, the campaign exploded.
  2. finding loopholes in technology can be a clever way of catching consumer’s attention with  surprise and delight

 

 

Welcome to the Island

As part of it’s marketing campaign, Kong: Skull Island has establish “Skull Island” on google maps. With 200 pictures and almost 9,000 reviews this stunt is a fun, and interactive way to engage with the movie.

Kong Skull Island Google Maps Promo

Kong Skull Island Google Map

Skull Island

Why it’s hot: 

  • As strategists we are always looking to engage with our audiences in a way that makes them feel as if they are a part of the brand experience, rather than being “talked at”
  • Utilizing a common platform to bring something new in marketing

But did it work? 

Kind of

They achieved some decent PR coverage and great engagement but the experience falls flat after the initial “cool” factor wears off. However, other films such as Fantastic Beasts and where to Find Them and Star Wars: the Force Awakens also partnered with  google to much greater effect with greater pay off based on their cult followings.

 

How to Play the Game: Winning Over Sports Fans

voice-feb01-01-2016A recent study on Global Sports Fans found that while the majority of fans know who sponsors their team, 80 percent also think that brands fail to consider their audiences when amplifying partnerships.

This study asked 2,000-plus sports fans across the U.K., U.S., Japan, Spain and Brazil their opinions on how brands are doing when it comes to partnering with sports teams. And the results weren’t great.

“Only 17 percent [of sports fans] believe brands are interested in them”

This article states that this disconnect is a result of brands focusing more on the  partnerships than on the actual fans and their rituals.

The key to winning over sports fans is by engaging with their existing behavior and creating meaningful experiences for them to have with others at the game. 63 percent of sports fans say that the rituals they have at stadiums, like doing the wave or singing cheers with others in the stands, are a key part of the live viewing sports experience. In fact, music was cited as the number one form of entertainment at sports games by fans.

Brands who want to truly capture the attention of dedicated sports fans must find ways to create meaningful experiences for fans that add to the live experience while integrating the existing behaviors and rituals of fans.

American Express did this during the most recent U.S. Open, when they offered an onsite virtual reality experience for attendees. Fans could virtually play against Maria Sharapova in a four minute game that was the first consumer-oriented VR unit to go in market. Why was the activation such a huge success? It not only added to the live experience of the U.S. Open, but it also directly engaged with the interests of fans by allowing them to join in on the competition. It was far more than a “sponsored by” message from the brand.

Why It’s Hot: With the hype of Super Bowl abuzz, everyone is talking about the best TV spots. But what will truly be interesting to see is what brands (if any) go beyond TV and develop more engaging activations that contribute to the actual experience for fans attending the game.

Source: 6 Ways Brands can Draft Modern Sports Fans

 

A Diamond in the Rough: Tiffany’s Approach to Twitter

In the past year, Tiffany has become Twitter’s top luxury brand and increased its followers by 30 percent by providing users with product updates that come from a genuine voice rather than a promotional one. The brand approaches the 140 character limit as delicately as its products—using each word carefully to deliver a message in an engaging way.

A report from Engagement Labs recently ranked Tiffany & Co. as the most engaging luxury brand on Twitter, primarily driven by its #WillYou engagement ring hashtag. Tiffany & Co. offers a winning combination of product and entertainment to inform fans while not coming off as a billboard. The tweets also maintain the brand’s witty voice throughout. According to the VP and Creative Director of Global Digital Marketing at Tiffany & Co., often its these culturally relevant and colloquial tweets that perform the best.

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Why does it standout? The brand does what many others struggle to do—find a way to use Twitter to promote content without losing that brand voice. And all under 140 characters. Even championed brands like Nike are considered to be one of the worst brands on Twitter with overly-promotional posts that lack the brand’s strong voice.

Why It’s Hot: Tiffany & Co.’s Twitter success can be attributed to its willingness to step away from its products and engage in more meaningful, authentic ways with fans. While it is hard for businesses and brands to let go of their product goals, this case study proves that doing so can actually increase brand loyalty. Tiffany & Co.’s Twitter voice is now as precious and coveted as one of the tiny blue boxes.

 

Source: http://digiday.com/brands/tiffany-co-found-twitter-voice/