{"id":19523,"date":"2020-12-17T00:00:00","date_gmt":"2020-12-17T00:00:00","guid":{"rendered":"https:\/\/www.isdi.education\/mx\/se-detona-el-rundle\/"},"modified":"2020-12-17T00:00:00","modified_gmt":"2020-12-17T00:00:00","slug":"se-detona-el-rundle","status":"publish","type":"post","link":"https:\/\/www.isdi.education\/mx\/blog\/se-detona-el-rundle","title":{"rendered":"Se detona el Rundle"},"content":{"rendered":"
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Por Mauricio Cabrera<\/strong><\/p>\n

Si tienes un negocio, es posible que ahora mismo te est\u00e9s quebrando la cabeza para dar con un modelo de negocio que te permita que cada comienzo de mes no sea una nueva cuenta atr\u00e1s para buscar ingresos que no tienes garantizados. Durante a\u00f1os, marcas y empresas de servicios se concentraron mucho m\u00e1s en esfuerzos aislados para concretar una nueva venta que en estructurar modelos que permitieran un flujo constante que evitara que los ingresos estuvieran siempre en peligro dado que no exist\u00eda la certeza de que lo ingresado en un mes, se repitiera para el siguiente.\u00a0<\/p>\n

Las plataformas digitales, en particular cuando se trata de las grandes tecnol\u00f3gicas y de la industria del contenido, ahora buscan capitalizar el conocimiento que tienen de los usuarios para hacerse de recursos recurrentes, o recurrent revenue, que a partir de un trabajo de retenci\u00f3n les permita garantizar estabilidad para su negocio.En este contexto, las suscripciones<\/strong> han cobrado una fuerza inusitada, ya sea a plataformas de contenido como Netflix\u00a0o Spotify, como tambi\u00e9n a esfuerzos desarrollados por creadores de contenido e incluso por empresas que a partir de la pandemia descubrieron nuevas posibilidades de establecer relaciones de larga duraci\u00f3n con sus usuarios.\u00a0<\/p>\n

Sirve como ejemplo hablar de la industria cafetera, que al perder la oportunidad de venta cuando la gente pasaba a comprar una bebida cuando iba rumbo a su trabajo, opt\u00f3 por desarrollar una serie de programas de suscripci\u00f3n que adem\u00e1s de generar un ingreso garantizado, contribuy\u00f3 a que sus clientes estuvieran a salvo durante la pandemia. Empresas como Panera, Blue Bottle, que cuenta con inversi\u00f3n de Google Ventures y Peets Coffee, entre otras, se hicieron de revenue recurrente a trav\u00e9s de este tipo de planes.<\/p>\n

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Ante la b\u00fasqueda de revenue recurrente, deber\u00e1s generar alternativas distintas para ofrecer soluciones\u00a0que contribuyan a que un cliente se quede contigo<\/strong><\/p>\n<\/blockquote>\n

Si eres usuario de Uber, Rappi, Cornershop y otras tecnol\u00f3gicas, habr\u00e1s notado que su esfuerzo por convertirte en un miembro que garantiza una cuota mensual se ha incrementado, ya que este tipo de esquemas permiten asegurar a un cliente y, en cierto modo, blindarse ante la posibilidad de que a \u00e9ste se le facilite cambiar de alternativa, posibilidad que por cierto ha crecido a partir de los comparativos inmediatos que ofrecen las grandes plataformas digitales.\u00a0<\/p>\n

En esa lucha por incrementar el lifetime value<\/strong> del usuario y por elevar el valor percibido del cliente, se ha detonado el Rundle<\/strong>, concepto acu\u00f1ado por Scott Galloway para referfirse al mix que se est\u00e1 dando entre la b\u00fasqueda del revenue recurrente y el bundle de servicios para amarrar esa inversi\u00f3n por parte del usuario.\u00a0<\/p>\n

En su m\u00e1s reciente libro, \u201cPost Corona\u201d, Galloway pone como ejemplo a Apple y menciona el modo en que ha ido incorporando distintas alternativas de entretenimiento para el usuario a las que si bien les coloca un precio independiente, terminan siendo o parte de los beneficios por haber adquirido un producto de Apple o parte de un bundle en el que se puede acceder a opciones de videojuegos a trav\u00e9s de Arcade, de streaming a trav\u00e9s de Apple TV+, donde ha invertido m\u00e1s de seis mil millones de d\u00f3lares para la realizaci\u00f3n de series originales, Apple Music y recientemente Apple Fitness+, que por cierto ha significado un duro golpe para empresas como Peloton en Estados Unidos y Siclo en M\u00e9xico, ambas empresas que adem\u00e1s de ofrecer sesiones de acondicionamiento f\u00edsico est\u00e1n enfocadas en generar ventas de su hardware, que incluye bicicletas con pantallas para seguir sus sesiones.\u00a0<\/p>\n

Adem\u00e1s de Apple, Amazon hace lo mismo mediante Amazon Prime, Amazon Prime Video, Audible, Amazon Music y nuevos servicios que est\u00e1 por lanzar.<\/p>\n

Ya lo sabes, ante la b\u00fasqueda de revenue recurrente, deber\u00e1s generar alternativas distintas para ofrecer soluciones en paquete que contribuyan a que un cliente se quede contigo y a que estos servicios incrementen el valor percibido por parte del usuario.<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/section><\/div>\n","protected":false},"excerpt":{"rendered":"

La obsesi\u00f3n por el revenue recurrente a trav\u00e9s del bundle de soluciones.<\/p>\n","protected":false},"author":1,"featured_media":19522,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[47],"tags":[],"class_list":["post-19523","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualidad-digital"],"acf":[],"yoast_head":"\nSe detona el Rundle<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.isdi.education\/mx\/blog\/se-detona-el-rundle\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Se detona el Rundle\" \/>\n<meta property=\"og:description\" content=\"La obsesi\u00f3n por el revenue recurrente a trav\u00e9s del 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