The company licenses data its product accumulates (user content, clinical records, transactions) to a second buyer who is not the product's main customer.
How Data Licensing works
The record that ordinary use leaves behind is sold to a second buyer, adding revenue that the main customer does not pay for.
How companies won with Data Licensing
From the win chains in Strategy Canon case studies: what the winner did, and what its rival did at the same step.
vs. ASCO CancerLinQ · 2014–22
Flatiron Health
Sell the same data to every drugmaker
What it did
Pfizer from 2014; Roche's 2016 purchase agreement non-exclusive
ASCO CancerLinQ
Licensed the database to two vendors for fixed annual payments (December 2017)
What record does the product accumulate, and who else pays for it?
Who names it
Author
What they call it / where it appears
Strategy Canon +
Data licensing (editorial synthesis)
Note. Near miss: A dashboard sold to the product's own customers. Does not count: Selling ads against user attention (Cross-Subsidy); analytics sold back to the same customer.