People will pay for

From People Pay For Value - Their Value, Not Yours:

• People will pay for an individual song (and maybe an album), but they would like the choice.
• People will pay for great writing - whether it's in a magazine, newspaper, book or online. But, it has to be great (and not just your perception of great).
• People will pay to see a movie - they just might not go to the theatre or to rent it from your physical store any more.
• People will pay to be entertained.
• People will pay to learn.
• People will pay to be better connected.
• People will pay for an exclusive experience.
• People will pay for a premium experience.
• People will pay for better access to customer service.
• People will pay to avoid hassles.
• People will pay to get things on their own time schedule (when they want it/how they want it).
• People will pay for speed (whatever speed means in your industry).
• People will pay for something that will give them more social clout.
• People will pay for products that are virtual.
• People will pay for information.
• People will pay for more mobility.
• People will pay for more flexibility.
• People will pay for more comfort.