PhotoDude.com

Mon. Jul 15, 2002

Customer Communication Means Profit, Dummy

Customer Communication Means Profit, Dummy – No, that’s not what the article says. But hang on, this customer will get there. "The nation’s second-largest Internet provider, EarthLink, launched a digital music service this week, following the lead of its giant competitor, America Online, and smaller providers such as Speakeasy.net [...] It’s part of an industry-wide attempt to move beyond the bland, low-profit business of connectivity to the more lucrative realm of digital entertainment—in hopes of eventually competing with cable for a greater share of home spending.

This is the part where I started giggling.

"Consider EarthLink’s strategy. It is offering its 4.9 million subscribers a wealth of free services, such as music videos, customizable Internet radio stations and a jukebox—in hopes of whetting their appetite for speedier access and premium music services."

Yes, let’s consider Earthlink’s strategy. I’m an Earthlink DSL customer, grandfathered in from the devouring of, I mean, merger with Mindspring. Since my DSL connection is three years old, I’ve been pure profit for them for some time. I’m a perfect target for this new service, with none of the costs associated with hooking up a new broadband customer.

This article is the very first I’ve heard of it. Such is the marketing genius of Earthlink.