TheSimpleClub – the success of transformation
The solution developed by G&L GmbH – implementation of Akamai Adaptive Media Delivery – was able to completely transform TheSimpleClub’s business model and deliver convincing results in no time at all. Within the first four to six weeks, 250,000 downloads of the newly developed app were recorded by YouTube subscribers: a conversion rate of 25%, coupled with a 50% increase in revenue. The Simple Club “fan app” was subsequently named one of the best IOS apps of 2016.
Further successes in the initial weeks following the launch of the solution for TheSimpleClub:
- Top 10 in the Google App Store: Already on the first day of release
- More than 1.1 million app installations: On iOS and Android
- Increased advertising revenue: With lower charges
- Increase in turnover by 50%: Through the registration option, as well as the integrated payment method
The initial situation
YouTube as an e-learning platform
As an e-learning platform for the subjects of Maths, Biology, Physics, Chemistry, Economics, History, Geography, Computer Science or Mechanical Engineering, TheSimpleClub is one of the most successful providers of e-learning content in Germany with over 2.1 million subscribers on YouTube. But YouTube as a platform offered only limited opportunities for TheSimpleClub: both for playouts and for extensions of the business model.
TheSimpleClub, therefore, needed a solution that went beyond the limited distribution of a YouTube channel. This is because many user functions, such as the processing of payments or the individual ability to find video content, are simply not possible. Moreover, advertising revenues should no longer be shared – even more so at non-negotiable conditions. Therefore, a dedicated multiscreen video platform was to complement the YouTube solution.
A multiscreen video platform with added value relevant to the target group
This new multiscreen video platform should enable users to pay individually for their content by way of integrated payment. The insertion of advertisements was to be completely under the control of the subscriber – with free choice of the marketer. Additional options for subscribers were needed – as new features – such as courses for students with test questions and handouts for download. Higher digital visibility should ensure an enhanced ability to find content. And a customised user interface was to be created – with an individual menu structure.
The desired high-performance and excellent content delivery were handled by G&L Geißendörfer & Leschinsky GmbH, which implemented the Adaptive Media Delivery product from market leader Akamai. Adaptive Media Delivery ensured an optimal viewing experience for the audience interaction of TheSimpleClub’s video offering – by adapting in real-time to the available bandwidth of the respective user. This enabled users to enjoy the video content at all times with the best possible performance on all devices.
TheSimpleClub thus achieved a higher awareness and recorded a significant increase in playouts. Especially this increase in playouts was one of the biggest challenges for the development of the platform.