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WINNING WITH REVENUE How to Think About Mobile Monetization Early On "A whitepaper on early stage mobile a design tactics, monetization strategies, and mobile user validation as part of Koombea's #productvalidation series" RITIKA PURI ELLIE CACHETTE

How to Think About Mobile Monetization Early On

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Page 1: How to Think About Mobile Monetization Early On

WINNING WITH REVENUEHow to Think About Mobile Monetization Early On

"A whitepaper on early stage mobile a design tactics, monetization strategies, and mobile user validation as part of Koombea's #productvalidation series"

RITIKA PURIELLIE CACHETTE

Page 2: How to Think About Mobile Monetization Early On

WINNING WITH REVENUEHow to Think About Mobile Monetization Early On

Mobile app growth is at an all time high. Companies are looking for unique ways to bring online engagement to mobile - taking industry knowns from web and applying them to mobile does not always translate to success. Building out a mobile strategy requires an HQWLUHO\�GLHUHQW�DSSURDFK�DOWRJHWKHU��

This guide will:ȏ�Outline Early Stage Revenueȏ�User Experience Do's and Don'tsȏ�How to Have a "Mobile First" Strategyȏ�Mobile Features that Work and Don't

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$W�.RRPEHD�ZH�KDYH�PDQ\�FOLHQWV�WKDW�ZDQW�WR�ȊJHW�PRELOHȋ�RU�EHFRPH�ȊPRUH�PRELOHȋ�EXW�WR�XQGHUVWDQG�ZKDW�WKLV�PHDQV��FRPSDQLHV�KDYH�WR�ȴUVW�VWHS�EDFN�DQG�ȴJXUH�RXW�ZKDW�W\SH�RI�FRPSDQ\�WKH\�DUH��'HSHQGLQJ�RQ�LQGXVWU\�\RX�PD\�QHHG�D�GLHUHQW�PRELOH�VWUDWHJ\�

Some Examples:

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Industry

Service

Travel

Music

Dating

Business

Health

Example App

Uber

Orbitz

Shazam

Tinder

Genius Scan

Lose It!

Main app Feature

Scheduling

Booking

Consuming / Content

Consuming / Content

Integration Function

Tracking Data

01 August 2014 Koombea

01

Page 3: How to Think About Mobile Monetization Early On

02

1. Early Stage Mobile RevenueMobile’s Unprecedented Impact

%HIRUH�SLFNLQJ�D�PRELOH�PRQHWL]DWLRQ�VWUDWHJ\��FRPSDQLHV�QHHG�WR�ȴUVW�XQGHUVWDQG�LI�WKH\�are aiming for new engagement or a new product. As mobile usage increases, its important to understand the sheer reach and numbers around mobile:

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ȏ�$FFRUGLQJ�WR�D�UHFHQW�&LVFR�UHSRUW��LWȇV�OLNHO\�WKDW�WKHUH�DUH�PRUH�PRELOH�GHYLFHV�RQ�WKH�SODQHW�WKDQ�SHRSOH�

ȏ�7KH�PRELOH�JDPLQJ�LQGXVWU\�JHQHUDWHG�PRUH�WKDQ�����ELOOLRQ�LQ�������ΖWȇV�HVWLPDWHG�WKDW�E\�������WKH�ODQGVFDSH�ZLOO�GRXEOH�LQ�VL]H�

ȏ�����RI�FHOO�RZQHUV�ȴQG�WKHPVHOYHV�FKHFNLQJ�WKHLU�SKRQH�IRU�PHVVDJHV��DOHUWV��RU�FDOOV���HYHQ�ZKHQ�WKH\�GRQȇW�QRWLFH�WKHLU�SKRQH�ULQJLQJ�RU�YLEUDWLQJ�

ȏ�����RI�FHOO�RZQHUV�KDYH�VOHSW�ZLWK�WKHLU�SKRQH�QH[W�WR�WKHLU�EHG�EHFDXVH�WKH\�ZDQWHG�WR�PDNH�VXUH�WKH\�GLGQȇW�PLVV�DQ\�FDOOV��WH[W�PHVVDJHV��RU�RWKHU�XSGDWHV�GXULQJ�WKH�QLJKW�

ȏ�����RI�FHOO�RZQHUV�GHVFULEH�WKHLU�FHOO�SKRQH�DV�ȊVRPHWKLQJ�WKH\�FDQȇW�LPDJLQH�OLYLQJ�ZLWKRXW�ȋ

/DVW�\HDU��)DFHERRN�LPSURYHG�WKH�PRELOH�8;�RI�LWV�DGYHUWLVLQJ�SURGXFWV��UHVXOWLQJ�LQ�VLJQLȴFDQW�EXVLQHVV�VXFFHVV�IRU�WKH�VRFLDO�PHGLD�JLDQW�

01 August 2014 Koombea

Total Internet usage of mobile and desktop devices in the US.

CNN article and report from ComScore, Jan 2014

Page 4: How to Think About Mobile Monetization Early On

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)DFHERRNȇV�PRELOH�DG�UHYHQXH�KDV�FOLPEHG�TXDUWHU�DIWHU�TXDUWHU�LQ�������ΖQ�LWV�4�������HDUQLQJV�FDOO��)DFHERRN�UHSRUWHG�WKDW�48 percent of users�ZHUH�DFFHVVLQJ�WKH�VRFLDO�QHWZRUN�ZLWK�WKHLU�PRELOH�GHYLFHV�RQO\��'XULQJ�WKDW�VDPH�WLPH�SHULRG������RI�WKH�FRPSDQ\ȇV�������ELOOLRQ�LQ�DG�UHYHQXH�FDPH�IURP�PRELOH��7KDW�ȴJXUH�UHSUHVHQWV�DQ����LQFUHDVH�IURP�4���LQ�ZKLFK�PRELOH�DG�UHYHQXHV�DFFRXQWHG�IRU�����RI�)DFHERRNȇV�WRWDO�DG�UHYHQXH�

ΖQ�4�������RI�)DFHERRNȇV�DG�UHYHQXH�FDPH�IURP�mobile-only users��UHSUHVHQWLQJ�D�VLJQLȴFDQW�FKDQJH�LQ�SDFH�IRU�WKH�FRPSDQ\��7KDWȇV�D�������ELOOLRQ�GROODU�YDOLGDWLRQ�RI�WKH�SRZHU�RI�PRELOH�DV�D�UHYHQXH�VRXUFH�

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To Charge at Download or Not?

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01 August 2014 Koombea

03

EARLY STAGE REVENUE

Page 5: How to Think About Mobile Monetization Early On

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