30 September 2009 | Author: M. Thomson SEO & Affiliate Consultant
If micropayments are introduced, bigmouthmedia would like to see the introduction of an unobtrusive way for users to continue browsing the web in the same way they have for years, but still being charged for content or clicks.
Proposed System
An unobtrusive micropayments system could work similarly to how we use pay-as-you-go mobile phones, with users only paying for what they access. The user would simply browse the web as normal, but would be charged, either daily or at the end of the month, for the paid content accessed. This would save the user having to continually access an account to pay for content before retrieving it, which would be obtrusive and very annoying!
However, there seems to be no unobtrusive method of tracking clicks to premium paid content other than installing software to determine where and what you have visited. While such software could be the answer, it may be unrealistic as we live in a world where no single device can be used to access content - whether a PDA, mobile, laptop, desktop or games console.
Bring on Hyperlink Auditing
There is a feature within the HTML 5 draft that has previously caught bigmouthmedia's eye, named hyperlink auditing. Hyperlink auditing allows users to "attach" resources to a link which, when clicked, will ping a source. This enables the click to be tracked via the desired method, such as dropping a cookie or sending a HTTP request.
If you were to combine the potential use of hyperlink auditing with an unobtrusive micropayments system, your usability dreams could come true. There would be no need to constantly access an account to pay for content because, as you click a link, hyperlink auditing would unobtrusively ping your account to be charged automatically.
Realistically, there are many implications of introducing this system, but it certainly works in theory, especially from a usability perspective.
Payment Flaws
You may well be thinking: "what if my children click too many links and drive me up a massive bill?" In this case, options in micropayment systems such as Google Checkout could allow you to set a limited spend. If your limit is running low, you would receive an email or SMS alert, and if you reach your limit when you click the link and the ping is sent, the micropayment system would simply refuse the click and redirect you to a webpage explaining that there are no available funds in your account, with the option to top up.
Predictions
In January 1998, leading web usability consultant Jakob Neilson predicted that micropayments would be part of our digital lives by around 2001. He was correct in so far as websites using subscription methods to charge users for content, but his prediction of the use of micropayments was some way off.
The usability guru followed up on his original post by explaining that advertising and subscriptions would likely present a poor business model for many content providers, but if implemented correctly, micropayments would provide a good revenue stream for content publishers. Mr Neilson's main consideration concerning micropayments was that they would only work if carried out correctly, stating:
"A true micropayment system would operate invisibly and simply accumulate charges on the user's monthly bill without an explicit confirmation for every click."
Hyperlink auditing supported by micropayments would make the scenario envisaged by Jakob Neilson - and similarly reached by bigmouthmedia - a reality. The only implication is that HTML 5 is currently only in its draft stage, and we cannot be sure that hyperlink auditing will be part of the final release. We'll have to wait and see whether publishers will use this system.
Paid Content: Unobtrusive Micropayments using Hyperlink Auditing
One of the problems surrounding micropayments is the ways in which they will be implemented. If users aren't satisfied with the ways in which they are required pay for content, they simply won't pay for it - this makes usability key to success.If micropayments are introduced, bigmouthmedia would like to see the introduction of an unobtrusive way for users to continue browsing the web in the same way they have for years, but still being charged for content or clicks.
Proposed System
An unobtrusive micropayments system could work similarly to how we use pay-as-you-go mobile phones, with users only paying for what they access. The user would simply browse the web as normal, but would be charged, either daily or at the end of the month, for the paid content accessed. This would save the user having to continually access an account to pay for content before retrieving it, which would be obtrusive and very annoying!
However, there seems to be no unobtrusive method of tracking clicks to premium paid content other than installing software to determine where and what you have visited. While such software could be the answer, it may be unrealistic as we live in a world where no single device can be used to access content - whether a PDA, mobile, laptop, desktop or games console.
Bring on Hyperlink Auditing
There is a feature within the HTML 5 draft that has previously caught bigmouthmedia's eye, named hyperlink auditing. Hyperlink auditing allows users to "attach" resources to a link which, when clicked, will ping a source. This enables the click to be tracked via the desired method, such as dropping a cookie or sending a HTTP request.
If you were to combine the potential use of hyperlink auditing with an unobtrusive micropayments system, your usability dreams could come true. There would be no need to constantly access an account to pay for content because, as you click a link, hyperlink auditing would unobtrusively ping your account to be charged automatically.
Realistically, there are many implications of introducing this system, but it certainly works in theory, especially from a usability perspective.
Payment Flaws
You may well be thinking: "what if my children click too many links and drive me up a massive bill?" In this case, options in micropayment systems such as Google Checkout could allow you to set a limited spend. If your limit is running low, you would receive an email or SMS alert, and if you reach your limit when you click the link and the ping is sent, the micropayment system would simply refuse the click and redirect you to a webpage explaining that there are no available funds in your account, with the option to top up.
Predictions
In January 1998, leading web usability consultant Jakob Neilson predicted that micropayments would be part of our digital lives by around 2001. He was correct in so far as websites using subscription methods to charge users for content, but his prediction of the use of micropayments was some way off.
The usability guru followed up on his original post by explaining that advertising and subscriptions would likely present a poor business model for many content providers, but if implemented correctly, micropayments would provide a good revenue stream for content publishers. Mr Neilson's main consideration concerning micropayments was that they would only work if carried out correctly, stating:
"A true micropayment system would operate invisibly and simply accumulate charges on the user's monthly bill without an explicit confirmation for every click."
Hyperlink auditing supported by micropayments would make the scenario envisaged by Jakob Neilson - and similarly reached by bigmouthmedia - a reality. The only implication is that HTML 5 is currently only in its draft stage, and we cannot be sure that hyperlink auditing will be part of the final release. We'll have to wait and see whether publishers will use this system.
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