wpug vserv developer deck- march 2014 global
DESCRIPTION
Slide deck used by Laith Al-Janabi at WPUG on 26-Mar-2014TRANSCRIPT
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MaximizeMobileMobile Ad Exchange across Emerging Markets
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Introduction to Laith Al-Janabi
Developer Alliances Manager-Western Europe, Vserv.Mobi
• UK based
• Heads up developer alliances and relations across Western Europe (3+ Years)
• Over 13 years experience in Morgan Stanley Europe’s Technology and Client Relationship Management Units
• Diverse and Extensive Retail/Online Sales & Marketing experience
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Awards & RecognitionProducts:• AudiencePro - Mobbys 2013• AppWrapper - mBillionth South Asia 2013
Leadership:
• Mobile Professional of the Year – Mobbys• #22 on Business Insider’s Most Important
People in Mobile Advertising• #22 on India’s First Digital Power 100 –
Impact• WAT Award – Mobile Entrepreneur of the Year
Company:• Media Company of the Year - MMA Smarties• Red Herring Top 100 - Asia• Fastrack Top 20 Startup – Techcircle• Fastest Growing Company in the Portfolio –
IDG Ventures
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Research & Insights
BRIC SE ASIA LATAM
EUROPE MID EAST AFRICA
• Brazil• China• India• Russia
• Indonesia• Malaysia• Singapore• Thailand• Vietnam
• Argentina• Chile• Columbia• Mexico• Venezuela
• France• Germany• Italy• Spain• UK
• Egypt• Jordan• Saudi Arabia• Turkey• UAE
• Ghana• Kenya• Nigeria• South Africa• Uganda
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280+MILLION
*Q4, 2013
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31 Billion Ad Requests Per Month
*Q4, 2013
LATAM AFRICA
MID EAST
INDIA
SE ASIA
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HOW DEVELOPERS MAKE MONEY
1 Charge usersPaid download / In-App Purchase
• Pros
– Immediate and more predictable revenue
– Leverage new content for Monetisation & keeping users active
• Cons– Reduces reach
– Need a trial mechanism
– Piracy
– Income not guaranteed with IAPs, ~2-10% users pay
– Can’t monetize emerging markets
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HOW DEVELOPERS MAKE MONEY
2 Deals with Handset manufacturers
• Pros
– Increases Distribution
– Prominent position
– High chance of downloads with merchandising & marketing
• Cons– It’s a niche space
– Harder to do deals with large OEM
– Long process to obtain approval
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HOW DEVELOPERS MAKE MONEY
3 Sell via Content Providers. Revenue share based deal to sell via Telco billing (prepaid balance / postpaid bill)
• Pros
– Leverage Operator billing to reduce billing friction
• Cons– May need an additional build
– Need to build a relationship with Content Providers
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HOW DEVELOPERS MAKE MONEY
4 Ad based monetizationApp for FREE to user + show Ads to users and earn lots of money
• Pros
– Maximum Reach
– Open Ecosystem: Select best Network
– It’s a gift that keeps giving
• Cons– Needs critical mass
– May annoy users if used intrusively
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Where Are Your Users?
Gross National Income Map
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Understand your Target User
Emerging Markets
• Can’t/won’t pay
• Prefer function over form
• First time Internet users
Developed Markets
• Shell out cash more easily
• Form over function
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Paid App Users <3 Free
Free Apps
Paid Apps
App store Distribution
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4 Secrets of App Monetization
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Hybrid ModelSingle app with both In-App Ads and In-App payments1
PAID:In-App
Payment
FREE:Ads based revenue
Combine Free and Paid Models
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Rich Ad Formats + PlacementBillboard ads on launch and exit, just like a magazine 2
COVER PAGE BACK PAGEMAGAZINE
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Rich Ad Formats + PlacementBillboard ads on launch and exit, just like a magazine 2
ANYAPP
LAUNCH AD EXIT AD
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World’s Simplest App Monetization!
1 2 3AppWrapped!Developer’s App AppWrapperTM
YOUR APP
Works with existing app file
Enables Ads
in 1 Click!
Creates NEW inventory for additional revenue (in less then1 minute!)
Innovative AppWrapper™ Technology
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Super Innovative. Super Simple. Super Powerful.
NEW Premium Placement
Ad Inventory
ANYAPP
EXIT AD:Featured on
exiting the App
LAUNCH AD:Featured before
APP starts
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Result : Powerful Ad Monetization!
~$3 to $5 eCPM~8% to 10% CTR
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HIGH FILLBUT
LOW eCPM
REGULAR MEDIATION TAKES AWAY MONEY
60% share 60% share
$100$60 $36
Hybrid Mediation Increase eCPM, fill rates and manage networks server side3
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Hybrid Mediation Increase eCPM, fill rates and manage networks server side3
OWN AD SALESDirect Ad Sales Team
1
CHOOSE NETWORKSSetup & get paid directly by Ad
Networks of your choice
2
REST OF NETWORKSAggregation of long tail Ad Networks
3
HOUSE ADSLeverage your user base to promote
your new apps
4
e C P MHIGH FILL+
HIGH eCPM
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Distribution, Distribution, DistributionPartner with AppStores, OEMs , Paid distribution.4
OTHER APP STORES
OEM Paid Distribution
Cost per Click
Cost per Download
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Summary
CREATE “HYBRID” MODELS
USE POWERFUL AD FORMATS
1
2
3
4
AD MEDIATION : CHOICE + CONTROL
MAXIMIZE DISTRIBUTION
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OS AppWrapper™ SDK API
J2ME
Android
WP 8
Blackberry
iOS
Symbian
QT/QML
Widest Cross-Platform Support
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PREMIUM APP DEVELOPER PARTNERS
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MONETIZATION - OUR ADVERTISERS (Global & Local)
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Get in [email protected]
INDIA USA UK
SINGAPORE SOUTH AFRICA DUBAI
INDONESIA MALAYSIA THAILAND
VIETNAM PHILIPPINES