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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

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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