A Fortune-listed cloud provider offered free programs across its cloud services, including scalable computing, data storage and productized AI, so that potential customers could try services at no cost or on a limited basis. The client wanted to know how IT decision-makers use and judge these programs, what moves a customer from a free program to a paid one, and which program structures suit different product lines. It engaged PP&A for a view grounded in buyer experience and in how competing providers structure their offers.
PP&A developed a comprehensive strategy to assess and optimize the client's free program offerings:
Customer Insights Gathering
- Conducted interviews with IT executives from Fortune-listed organizations across the United States
- Explored how decision-makers interact with and perceive free cloud service programs
Transition Analysis
- Investigated factors influencing the transition from free to paid programs
- Examined project parameters that led to successful conversions and those that didn't
- Applied a competitive lens to understand differentiating factors among providers
Optimization Strategy Development
- Analyzed what constitutes a compelling free program offering
- Evaluated different free program structures (capacity allocations, time-based programs, monetary credit allocations)
- Determined optimal configurations for various cloud-based product and service lines
PP&A delivered an assessment of the client's free programs built on interviews with IT executives at Fortune-listed organizations across the United States. It covered how decision-makers find, use and judge free cloud offers, the project parameters behind conversions that succeeded and those that did not, and how competing providers structure and present their programs. The assessment compared capacity-based, time-based and credit-based program structures and set out the configurations best suited to different product and service lines.
The client used the findings to revise its free program offers, the way it presents and communicates them to prospective customers, and the fit between program structures and customer needs and usage patterns. The work gave the client a buyer-grounded basis for designing free programs that lead to paid use.
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