The Evolution of Pay-to-Surf Model and the Importance of Product Personality

The Evolution of Pay-to-Surf Model and the Importance of Product Personality

In the late 1990s, a business model called Pay to Surf (PTS) gained popularity. It offered users the opportunity to earn rewards by watching promotional content online. However, the dot-com crash brought about a significant decline in this model. Despite its initial appeal, PTS companies encountered numerous challenges, including attempts of fraud and spamming, which led to the termination of user accounts.

But the concept of rewarding users for their online activities didn't fade away completely. Some surviving PTS companies have shifted their focus to a rewards-based structure. Users can now earn points by surfing the web, answering marketing emails, or shopping at specific stores, which can then be exchanged for gifts. One such company that has taken this model further is Brave. Brave proposes an alternative compensation method by giving users tokens that can eventually be exchanged for dollars, resembling the workings of a cryptocurrency.

While the PTS model has seen its ups and downs, a different aspect of product success has emerged - the importance of product personality. When building social products, it is crucial for customers to perceive them as fun. Fun is a fundamental feeling that must be achieved for a product to be successful. The personality of a product plays a significant role in this, and it is heavily influenced by the leader of the product team.

To determine the personality of a product, it is essential to engage in introspection. Each team member can pick a few words that they associate with the product. This exercise helps identify the collective perception of the product's personality. By involving teammates in this process, a broader perspective can be obtained, allowing for a more comprehensive understanding of how the product is perceived by its users.

The personality of a product goes beyond physical attributes or its location. It is the essence that resonates with users and creates a connection. A product with a strong personality is more likely to be remembered, recommended, and embraced by its target audience. Therefore, product teams must invest time and effort into shaping and refining the personality of their products.

In conclusion, the Pay to Surf model experienced a decline after its initial popularity due to various challenges. However, some companies have adapted the model into a rewards-based structure, and Brave has taken it a step further by incorporating tokens that can be exchanged for dollars. Additionally, the importance of product personality cannot be underestimated. Building a fun and engaging product that resonates with users is crucial for its success. By involving the entire product team in determining the product's personality, a deeper understanding can be achieved. Here are three actionable advice to consider: