Date post: | 27-Jan-2015 |
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Technology |
Upload: | ram-jalan |
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Monetization of AppsB u i l d , S e g m e n t a n d M o n e t i z eA p p f e s t 2 0 1 3 – I I M , A h m e d a b a d
Global mobi le apps sta t is t ics- ins ights
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Mobi le apps download- a l l s tores , wor ldwide, 2010-16
How the heck all this relevant?
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The BIG quest ion
Are you making an App or making a Business?
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App market ing model
4 Ps o f Ap p
4 Us e r t y p e s
Customer Segmentat ion
Whales
Advanced
Engaged
Socially Active
Dormant
Newly acquired
Loyal
10%
13%
16%
16%
18%
24%
31%
DimensionPurchase history -
Time spent -Session Length -
Advancement -Session frequency -
Country, carrier, device -
W h a t a r e t h e w a y s ?
Mobile app monetization strategies
Premium – pay n use
Premium
Real good Virtual Goods Content Services Technology
PriceValue & useful
for userUniqueness Assurance Innovativeness
Why will I pay?
What is the Charging scope?
Try n Buy Subscription Model
Volume Discount – Co pays
Admium Model
Context Advertisin
g
Partners Program
Offer Wall
Web (Ad-words) | Mobile (admob, vserv)
Web Publisher Network
Mobile (Sponsor pay)
Freemium Model
Sell additional options, time and
convenience
Trigger Emotion purchase
Social Mechanics
– Self pride
o Befriend and not pushy – forcing doesn’t worko Best way for mobile app monetizationo Good for quick and fast growtho Conversion rate vary enormously
Am I excited, Engaged, Motivated ? – Question users ask in a Freemium model
Donate – pay i f you love i t
Socially important projects (Wikipedia)
Business to Government projects
Crowdsourcing
o Not popular model in single modeo Works perfectly for niche products
Key metr ics for monet izat ion
Winning Score
o If your LTV > COCA – you are a market Winner !!
o Do not change Monetization model frequently. If do, think how to increase LTV and reduce COCA
o Average revenues are good performance indicators
Cos
t an
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even
ue
met
rics
COCA = Cost of customer acquisition
LTV = Customer life time value
ARPU = Average revenue per user
ARPPU = Average revenue per paid user
ARPAU = Average revenue per active user
Getit App Metrics1. Purchase history
2. Time spent
3. Session Length
4. Advancement
5. Session frequency
6. Country, carrier, device
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What we did?G e t i t L o c a l S e a r c h A p p
Get i t App - Encompassing
Gamification
Shop Online
Deals / Offer
Social/Community
KnowledgeRating Reviews
Information
Data
G Factor Boutique12, Green ParkPh: 98110-64634
-Recommended by GETIT Fashion- Award winning designers Alex, Smita, Annie
- Rated 4 / 5
- Read (14) reviews:“I loved it…. Latest trend, old rates” more
Salma likes it | James finds it expensive
Join our Fashion lovers club
20% OFF after 2 apparels or 3 accessories
Modern ethnic wear for men, woman and kidsOpen 11am-8pm; All 7daysBehind Ambience Mall, entrance 3-Valet parking- Music- Child Friendly- Seasonal discount
Shop online and get Cash on Delivery, 100% Satisfaction, Replacement, Try-n-Buy
Engagement , Design your own dress, Treasure hunt for deal, Loyalty Management
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Get i t on mobi le – Based on user need
1. Relevant – with Near-Me – find results around you
2. Quick navigation - links to top/popular categories
3. Customized - Refine search - based on attributes and location
4. Interactive - maps with directions
5. Call2action- Call any business with a single click
6. Leads - Share businesses via email & SMS
7. Recall - Save favourite listings on your device
8. Incentivise – Deals around you
9. Delight - Look for a Mall in your city
10. Social - Share details on Social Media, Review and Rating and more
Getit app has been the hottest selling app on ITunes store, Blackberry app world (India) and nominated for best local search app by IMAI and NDTV Gadgets – Total Downloads – 2 million +
Get i t Model – Not Premium, Donat ion
I. Getit App is Free to download and use. No barrier to entry!!
II. App should be Feature Premium – not Price if you target mass acquisition
III. End user pays for utility on consumption not on discovery. Therefore, upfront charging doesn’t work
IV. Mass products don’t attract Donation. Not God’s gift to Mankind!
G e t i t A p p i s Freemium!!
Advertiser lists for Free!
Advertiser pays for Ranking
Advertiser pays for Ads
Consumer consumes
Generates leads
Easy to list your business across Getit platforms
Show on top on Search results
Display inventory – Ad banner
Send enquiry, Click2Call, email contact, Enquiry form
Advertiser receives user name, contact and requirement or Direct Call from the customer
Thank YouR a m J a l a n | H e a d P r o d u c t s - G e t i t