mobile free attack - riverphonic
DESCRIPTION
How to compete with a Free Attack in Mobile. From the Oct. 09 iBreakfast.TRANSCRIPT
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(c) Riverphonic LLC 2009 1
When FREE Attacks your Phone
Tim Fielding iBreakfast FREE Attack Panel
7th October 2009
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(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.
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Converged device hits the sweet spot?
VirtualDigitalOpenFree
RealPhysicalWalled$ Value
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Taxonomy of FREE
Fremium (and Fremium*) Ad-supported, Cross-Subsidies, Gift Economy, aka Altruism Labor-exchange, aka Time-bartering Zero-Marginal cost
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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.
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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
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Differentiating banking services
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Must-have mobile medical solution
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Portable radio – Pandora & Last.fm
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Interrupting the DJ
Shazam:
From real world to digital
Ad-supported
Up-sells Content
Collaborative filter
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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
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You can’t crowdsource ‘tone of voice’
Or can you?
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Buzzd, the Location-based Twitter
Google map mash-up
Ad-supported Local ads conflict
with Content?
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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.
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To be continued on Wednesdays @ Cantina Latina – 243 E14 st / 2nd Ave, 8.30pm onwards