Monetisation in the Mobile World: The Possibilities

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5 Νοε 2013 (πριν από 3 χρόνια και 9 μήνες)

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Version 1.0

© 2012 Bango plc

www.bango.com

Monetisation in the Mobile
World: The Possibilities



Martin G Harris

SVP Strategic Accounts


Bango








2


A global mobile web technology company



The leading mobile billing and mobile
analytics provider



Key technology and relationships to deliver
accurate identification of mobile visitors and
off
-
portal billing solutions



Over 12 years industry experience



On London Stock Exchange

(AIM: BGO)



Offices in Cambridge, UK and

New York, USA

Who we are

Bango customers:

Award winning technology:

Key carrier relationships:







3

Source: Mobile Payments Today







4

Business models on mobile social networks


Free


1997 model


Freemium


Free services


Premium content …………..


Personal/profile upgrades ...


Virtual currencies ….……….


Ad removal…………………..


Free


Ad supported


Banner ads ………………….


Text links …………………....


Placement …………………..


Premium


Everything chargeable

Analytics

Payment







5

Premium purchase example


mobile app


Branding the payment page increases
conversion rate


Use any language and currency


Pay on carrier bill


Application can be on Android,
Nokia, BlackBerry etc

User gets content

with credits

Payment is

confirmed

User chooses to
buy credits

Payment is

collected







6

Helping people to spend


Begging!


Request anything in the AppStore

-

Apps, games, music


Your donor does not need to be on the same network


Payment can be on carrier bill, credit card or PayPal

Request gift

(Beg)


Confirmation of
request

Selects recipient

by name

Select app

you want








7

Helping people to spend


Gifting

User wants to transfer
credits (gift)

Ad supported
becomes premium


Spend on virtual gifts

-

presents, flowers, beer


Enhance your profile


Transfer credits


Pay to have no ads displayed

Confirmation of
transfer

Selects recipient by
name







8

Credit card mobile payment

Download
or access
to service

Download
or access
to service

When carrier billing is not available




First time US customer experience (web / HTML5)

Subsequent
experience


Collect credit card payments internationally


Ideal for websites and apps







9

Some Payment stats


Conversion rates:


Carrier on
-
bill:


40%
-
80%


Credit Card



8%
-
12%


Credit card (2
nd

time)

80%
-
90%


PayPal mobile



1%
-

2%




Typical breakdown of transactions:


Carrier on bill


85%


Credit card


14%


PayPal



<
1%



Transactions over Wi
-
Fi connections







40%
-
45%

Source: Bango







10




Mobile Analytics







11

Measuring mobile visitors using your App or
mobile site


“The most important measurement is


an accurate unique visitor count”


Standard PC analytics tools DON’T work on mobile

X

Carrier gateways prevent unique visitor count

X

You can’t rely on cookies on older devices

X

Unable to identify users all network connections, such as Wi
-
Fi


Mobile specific analytics can provide:


A unique identity for all visitors


Track across all mobile handsets


Track operator networks and Wi
-
Fi connections worldwide


“Shared key” identity for all campaigns, sites, sessions and connections


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-
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12

Use a good mobile analytics tool

User ID

523673

4
th

visit

in a week

Spent $25

on content

Responded to

3 ad campaigns

Return
visitor?

Connection
type?

Which
campaign?

Site
activity?

Content
purchased?

Unknown

IP address

?

Use mobile specific analytics
tools to give you
accurate

data
about your visitors

Standard analytics tools don’t
provide accurate mobile data


Benefits of accurate data for your mobile social network


Earn the highest possible ad revenue


Make it easy and welcoming for your users


no login


You can design and build for
your

most common handsets







13

Accuracy is key for customer engagement

Marketing

campaigns

Consumers

App Store





Apps

User 523673

“Accurately identifying and recording every consumer is the key to customer engagement”

Mobile

websites


Goals

Downloads







14

Accuracy is key for customer engagement

Marketing

campaigns

Understand your visitors


Unique, persistent ID


Phone, operator, country

Consumers

App Store

Track website navigation


Site navigation & repeat visits


Depth of visits & time on site


Obtain the ad value for top pages





Apps

User 523673

Track into app stores


Track campaigns to App Stores


Measure clicks to 3rd party sites

“Accurately identifying and recording every consumer is the key to customer engagement”

Measure your marketing


Banner ads & search marketing


Direct traffic & referrers

Mobile

websites


Measure goals


Specific actions & events


Measure conversions


Compare against campaigns

Track downloads


Measure conversion rates


Free or paid
-
for content

Goals

Downloads







15

In Summary


A good user experience is key.


Think: “Benefit not Revenue”


Frictionless payment encourages spending


when it is easy for users


Carriers are getting (more) competitive on processing cost


Moving to credit card style processing fees



Accurate user information increases ad value


Web analytics and Mobile analytics are different


“If you can’t measure, you can’t manage”

bango.com/live/promo




Version 1.0

© 2012 Bango plc

www.bango.com


Thank You


Q & A



martin@bango.com