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SINGAPORE Press Holdings (SPH) on Thursday said that it will use a machine-learning powered solution for dynamic paywalls and personalised customer journeys across its media platforms to increase subscription.

The solution, called Cxense Conversion Engine, was created by Norway-based firm Cxense. The company has worked with brands such as The Wall Street Journal and NBC.

The Conversion Engine uses real-time behavioural, contextual and sociodemographic data to enable publishers to create personalised customer experiences. Machine learning allows the right content, promotions and offers to be shown to the reader at the right time.

Using data analytics, a static paywall can be replaced by one that is more flexible, so that content is opened up or locked down automatically and in real-time according to a reader’s likelihood to subscribe.

SPH has been focusing on increasing reader revenues, especially for its digital products, as a sustainable recurring income stream, said the group in a press statement.

The company will also become a strategic partner of Cxense and a member of the Cxense Product Council for Conversion Engine.

Anthony Tan, deputy CEO of SPH, said: “In today’s world, a one-size-fits-all solution is no longer appropriate for any successful digital product. Being able to personalise our users’ experiences will allow us to make the best use of SPH’s wealth of content and ensure that our readers get the news that matter most to them.”

SPH’s suite of online platforms and partnerships covers the digital editions of The Straits Times, Lianhe Zaobao, The Business Times, Berita Harian, Stomp, AsiaOne and the Singapore and Malaysia versions of Business Insider.

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