Last week I was interviewed by Smartcompany on News Limited's introduction of a paywall for The Australian news service. To put it simply, charging for a service that was previously free is problematic because it requires behavioural change.
Here is the interview and my tips for businesses seeking to change the game.
http://www.smartcompany.com.au/media/20111025-can-you-get-people-to-pay-for-something-they-used-to-get-for-free-behavioural-economics-expert-explains-challenge-of-news-limited-s-paywall.html
I will be following this piece up with a discussion on why 'free' is so persuasive, so stay tuned.
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