Increasing Creative Capacity
The Question does not define The Cloud of 20XX. The Answer assumes that it is very similar to The Cloud of 2018, a generic reference to an aggregate or dedicated server farm that stores information accessible by authorized users.
The Question does not define the uploading of consciousness and The Answer does not consider the import of certain religious or philosophical beliefs of 2018 or 20XX.
The Company developed technologies and infrastructures effectively mimicked by The Competition in as few as five years. The technology/innovation/development itself is not scarce, or formidable, and will not command a price point unique to The Company. In fact, without corporate protectionist legislature and the overreach of Government's fiscal/economic regulations, it is probable that increased competition will divide the market share even further.
The ubiquity of a Global Network precludes market share based on the geographical locality of service. The Company must provide a service that is different from The Competition in a way that will increase its market share, or otherwise create additional market space.
The Question references The Customer paying a lot of money to travel to and/or remain in the artificial world post mortem. This implies an intrinsic value to the fundamental level of service, and The Answer assumes this same value is derived from a sense of "Life after Death" achieved by The Customer within the Artificial World.
The Question does not define Money of 20XX. The Answer assumes it is very similar to Money of 2018, a method of trading one's labor for the goods and services produced by another person(s) labor. Objectively, labor is only required for one's survival and overall pursuit of happiness, and it is therefore logical that all money earned by labor is traded, present or future, for resources required for one's survival and pursuit of happiness. Once the physical body is deceased, the needs of survival are few and already provided by The Company for a term of 50 years and at a fee agreed upon and paid for by The Customer.
It is possible The Customer's uploaded consciousness may be utilized for its cognitive function. These "Intelligent Processors" housed in The Artificial World may provide their own level of service to humans in the physical world. They are able to process information non-stop; however, unless their ability to reason and feel have been altered, they will only be able to process information in ways similar to when they were in their physical prime. With more hours available during the day, their earning potential is greater. They could continue to earn money "working a job" for some amount of the 50 years. This would allow them to continue to accumulate wealth. This fact creates an opportunity for both The Customer and The Company to lever during contract negotiation. Potential Customers with knowledge, skills, and abilities valued by The Company may have their rates adjusted in favor of, or against, their relative ability to perform work for The Company. For example, an unwealthy person who is mentally gifted at Nano-Informatics may receive a discounted rate for agreeing to work for The Company for a portion of their 50-year virtual life.
The Question references a lawsuit, implying that Government of 20XX is still regulating The Market with legislation/regulations like Government of 2018. The Answer asserts that if the Government must be called upon to help The Company hold down their market share through protectionist legislature, then The Company has not created enough value of its own. The Answer, being skeptical and un-apologetic of Government overreach via monetary and market policies, assumes that it is solely The Company's responsibility to succeed or fail in its business endeavor - today in 2018, and in the future of 20XX.
The Artificial World may be provided as a proprietary product, completely contained within the physical property of The Company. Access to the physical property (i.e. server hard drives, The Cloud) may be via a proprietary product unique to The Company. It may also be accessible by public utility. The Answer treats the technologies and propriety of Access similar to the rest and assumes that it is not scarce, unique, or formidable enough to greatly affect revenue on its own.
Strategy for 2040...and Beyond!
Advertisements should be limited to products meant for the living left behind by The Customer. A daughter's birthday, a great-grandson's wedding, or The Upload of a surviving spouse are all gifts that The Customer would readily spend their newly earned money for.
New content must be created within The Artificial World to keep The Customer interested in exploring it. Unfettered by the laws of the physical world, The Customer will quickly exhaust content. Cost of upkeep, maintenance, interest polls, research, and development for this content is not sustainable. Unique content must be created to ensure contrast between The Competition and to make it clearer to potential customers that they will have a better experience with The Company. Therefore, The Answer recommends reserving/creating virtual space for The Customer to create their own content that they may then share with others. The Company may enable the "Content Creation" aspect of The Customer's service and charge an appropriate fee for access to the content by others. Research and Development budgets should be focused on applications that allow The Customer to develop their own experiences. The Company is free to negotiate the terms of service, including the ownership of all programming stored in their Cloud. Programs suitable for living customers may be offered at their own rate to the living, discounted/free for the virtual.
The Company may charge a higher rate for additional time spent within The Artificial World, necessary to reinvest in additional infrastructure to support a growing community of users.. Many customers will want to apply for time beyond their initial 50-year cycle. As additional time is outside of the initial contract with The Customer, The Company is free to set new terms, including fees, durations, and levels/qualities of service. The Answer recommends charging a premium rate for all service contracts beyond the first, given The Customer's unparalleled earning potential.
Word of Caution
Moving forward, The Company must recognize that greatly increasing the longevity of a working mind while simultaneously eliminating all of its concerns for self-preservation and bodily function will cause cause broad, unpredictable changes in the greater human condition.