Thanks all for your feedback.

Such is the competitive marketplace, non-exclusive contributors seek opportunities to expand their distribution network and as new pricing models emerge, the marketplace evolves. As a result, Dissolve currently has content in its collection that is priced substantially less elsewhere, and naturally we're making some modifications to our pricing model to ensure that content remains competitive.

Differentiation through branding and customer experience is critical to the success of our company and in turn, the success of our contributors - including those who place their content on lower priced sites. We work hard to create sales for contributors by providing great customer experience through our service, technology, content merchandising, and competitive market pricing.

Dissolve contributors: if you have an affected collection, before making changes we'll be contacting you individually in the coming weeks to answer any questions about your collection.

Meantime, feel free to contact us directly at products (at) dissolve (dot) com.

Aaron

Good points, Jo Ann. In the RF video market, the base license terms are similar between various agencies. Agreed, the value-add of premium products and services justify premium prices, which is our intention, selling HD for as high as $299, and 4K up to $499. This is about quality customer experience, which is the core of what drives our business and creates revenue for our contributors. If customers believe that we are deliberately over-charging them by 40% or more for the same content available elsewhere, then it's possible that they won't continue to be a Dissolve customer and everyone loses. Non-exclusive contributors choose where they place their content, and as the marketplace evolves so does our pricing strategy. We believe the HD market is efficient at $79 (we also do well at $299) and would maintain $79 HD if shared content/licensing was par elsewhere. And yes, if the price of affected collections increases elsewhere, then we would move those collections back to $79.

Thanks for your comments, we're listening. This is competitive pricing based on marketplace observations. As much investment and effort we put into creating a premium product and experience through our marketing, branding, and customer service, as we all know price comparison shopping is part of e-commerce.

Good comments, thanks. Dissolve aligns the price of non-exclusive content to the competitive marketplace. If the minimum price that an HD collection is available elsewhere is $299, then we'll price it at $299. If the minimum HD price is $79, then we'll match $79. Only a fraction of our HD collection is affected by this update and is moving to $49.

Hey there, if you're a non-exclusive contributor to Dissolve, then you'll be receiving an email from us today about a price update. Posting it here as well, let me know if you have any questions.

Aaron


________

Hi to all our non-exclusive contributors,

We take pride in the amazing experience our customers have with Dissolve — from collection quality to customer service to competitive and consistent pricing. So when content at Dissolve is available at a lower price elsewhere, we match that price.

This week, we'll be adjusting pricing on HD clips in affected collections to match pricing found elsewhere (to a minimum of $49). For example, if the minimum price of your HD collection is $79 on another site, it will be priced at $79 on Dissolve.

If you have any questions about this change, please contact products (at) dissolve.com. And if you start licensing your footage elsewhere at a lower price, let us know so we can ensure your collection on Dissolve is priced for the marketplace.

Regards,

Dissolve products team

The contact information received from the "apply now" page is used by Dissolve sales representatives to follow up with the prospect and determine if they meet the program criteria. Most prospects are not accepted into the program.

Dissolve Priority is a program designed for a limited group of "key account" customers. These are large corporations, advertising agencies and production companies that offer substantial budgets in exchange for an enhanced level of service from our client account support team. Dissolve becomes deeply integrated in their projects and workflow with regular client meetings, and by offering research to support their storyboards.

Most applicants do not qualify for Dissolve Priority. Companies that meet the criteria are granted access to un-watermarked comps as part of this program. These companies manage their risk carefully and diligently to ensure they have secured the rights to content they are using. A blue chip company has a lot to lose if they aren't properly licensing clips for a Super Bowl commercial. Furthermore, Dissolve tracks all downloads by Priority clients not only to monitor usage but as a point of engagement to follow up and secure more licenses and revenue in our ongoing discussions with them.

The goal of Dissolve Priority is to develop closer partnerships with select major companies in order to generate more business for Dissolve and our contributors.