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How to compete with a Free Attack in Mobile. From the Oct. 09 iBreakfast.
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(c) Riverphonic LLC 2009 1
When FREE Attacks your Phone
Tim Fielding iBreakfast FREE Attack Panel
7th October 2009
(c) Riverphonic LLC 2009 2
Digital Supply Chain
“Price descends to marginal cost” Duplication = 0 Storage = 0 Distribution = 0 Bandwidth = 0 Processing = 0 Total Marginal Cost = Price = 0
Old joke: Why is it called a virtual economy? Because there is virtually no money in it.
(c) Riverphonic LLC 2009 3
Converged device hits the sweet spot?
VirtualDigitalOpenFree
RealPhysicalWalled$ Value
(c) Riverphonic LLC 2009 4
Taxonomy of FREE
Fremium (and Fremium*) Ad-supported, Cross-Subsidies, Gift Economy, aka Altruism Labor-exchange, aka Time-bartering Zero-Marginal cost
(c) Riverphonic LLC 2009 5
Full FREE or FREE Lite?
Going beyond FREE as a marketing tactic Mark Cuban @ Future of Media panel: “Good for
crack dealers, good enough for MTV.” TF promoting www.Riverphonic.com @ iBreakfast
Is the FREE Attack1. A full scale disruption of a paid model? (Full)
2. Or is it selling a competitive paid model? (Lite)
Lite is a progression. Full is a radical evolution.
(c) Riverphonic LLC 2009 6
Controlling the conversation
Gmail attacks Outlook Facebook attacks Gmail Twitter attacks Facebook Vodafone attacks itself
with Twitter’s help Google Wave attacks
everyone – Weapons of Mass Dissemination
(c) Riverphonic LLC 2009 7
(c) Riverphonic LLC 2009 8
(c) Riverphonic LLC 2009 9
Differentiating banking services
(c) Riverphonic LLC 2009 10
Must-have mobile medical solution
(c) Riverphonic LLC 2009 11
Portable radio – Pandora & Last.fm
(c) Riverphonic LLC 2009 12
Interrupting the DJ
Shazam:
From real world to digital
Ad-supported
Up-sells Content
Collaborative filter
(c) Riverphonic LLC 2009 13
Craigs/Yelp vs Classified/Zagat
• Commoditized content
• Mash-up of Google Maps
• Editorial voice + community + fit to platform
• Analogous to restaurants where crowd provides atmosphere
(c) Riverphonic LLC 2009 14
You can’t crowdsource ‘tone of voice’
Or can you?
(c) Riverphonic LLC 2009 15
Buzzd, the Location-based Twitter
Google map mash-up
Ad-supported Local ads conflict
with Content?
(c) Riverphonic LLC 2009 16
(c) Riverphonic LLC 2009 17
Moral of the story
‘No money’ does not equal ‘no value’ Digital can capture non-monetary value FREE implies an alternative currency To know your enemy, understand how
they are getting paid.
(c) Riverphonic LLC 2009 18
To be continued on Wednesdays @ Cantina Latina – 243 E14 st / 2nd Ave, 8.30pm onwards