adaptive marketing - monetization and pricing models for the new world
DESCRIPTION
Head of Product Management, InMobi speaks at Product Professionals Event Hosted by Adaptive Marketing in Bangalore, India. Product Management and how to monetize and price?TRANSCRIPT
![Page 1: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/1.jpg)
Monetization Models A Case Study based discussion
Chandra V, Head of Products, InMobi [email protected]
![Page 2: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/2.jpg)
Topics of Discussion • Pricing Design & Pricing Approaches• Marketplaces
– One-sided, Two-sided and Multi-sided marketplaces
• Two-sided marketplaces• Discussions around
– Naukri– Google – Drop Box/Evernote – LinkedIn– Mobile
• Monetization in two-sided marketplaces– Ad Supported– Direct sell ( Digital Goods or assets ) – Subscription– Freemium – Marketplace– Marketplace of marketplaces– Sponsorhips
![Page 3: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/3.jpg)
Pricing DesignPricing
Driver
Profitability
Mkt Share (Units)
Revenue (Sales)
Signal (Mktg)
Types
Competition
Cost
Value
Stages
Penetration, Skimming
Diversification, Captive
Bundling, Acclerators
Special Offers
Formula
Tier
Usage
Loyalty
Mix
MSRP
Sell ThroughPayment Terms
![Page 4: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/4.jpg)
Pricing Approaches
Actual Cost of Product
Add: Target return
Price to Channel
Add:Markup of Channel
Cost-based Pricing
Price to Customers
Competitive Pricing
Perceived differentiation of company’s offering
Price to Customers
Competition-based Pricing
CustomersCustomer’s Perceived Value
Price to Customers
TargetCost Product
Value-based Pricing
Channel/ companymarkups
![Page 5: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/5.jpg)
Cost Per Revenue Dollar (CPRD)
![Page 6: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/6.jpg)
Marketplaces• Marketplace - “the world of commercial activity where goods and services are
bought and sold.”
ebay
Buyer
Seller
Craigslist
Lessee
Lessor
HeadHunters
Passive Job
Seeker
Shaadi dotcom
Bride Seeker
Groom seeker
![Page 7: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/7.jpg)
What marketplace is this ?
Us Merchant CCABank
![Page 8: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/8.jpg)
Value Propositions
![Page 9: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/9.jpg)
Value Proposition
Different Kinds of value provided by Firms/Individuals/Technologies, to their Customers
• Newness • Performance• Customization • “Getting the job done”• Design• Brand/Status • Price• Cost reduction • Risk reduction• Accessibility• Convenience/usability
![Page 10: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/10.jpg)
Applying this lens to everything around us ?
Us Merchant CCABank
![Page 11: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/11.jpg)
Naukri – Marketplace of Jobs seekers/providers
Finding a Job
Professional Development
User Intent
..
![Page 12: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/12.jpg)
Naukri – Marketplace of Jobs seekers/providers
Job Seeker Marketplace
Billboards Employers Job Seeker
![Page 13: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/13.jpg)
Naukri – Marketplace of Jobs seekers/providers
![Page 14: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/14.jpg)
Monetization models seen on Naukri
• Ad Supported
• Subscription Sells
– Database sells to Recruiters & Consultants
• Services revenue
![Page 15: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/15.jpg)
Google – Marketplace of Information seekers and marketersEnd user of Google Search
Marketers
Marketplace
Publisher
![Page 16: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/16.jpg)
Monetization models seen on Google O&O Inventory
• Ad Supported
![Page 17: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/17.jpg)
Ad Networks
• Ad Networks bring together Publishers and Advertisers (who would otherwise, not be able to discover and work with each other).
User
![Page 18: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/18.jpg)
Ad Sense
![Page 19: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/19.jpg)
Going off on a tangent ..
![Page 20: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/20.jpg)
Freemium
Free + Premium
![Page 21: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/21.jpg)
Freemium
Free + Premium
![Page 22: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/22.jpg)
Subscription
![Page 23: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/23.jpg)
Direct Sells (Apps)
![Page 24: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/24.jpg)
Virtual Goods
![Page 25: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/25.jpg)
Sponsorships
![Page 26: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/26.jpg)
Subsidized, two sided marketplaces
Users
![Page 27: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/27.jpg)
Infrastructure Monetization (IaaS, PaaS, SaaS)
![Page 28: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/28.jpg)
Summary• Monetization in marketplaces
– Ad Supported– Direct sell ( Digital Goods or assets ) – Subscription– Freemium – Marketplace– Marketplace of marketplaces– Sponsorships– Subsidized pricing
![Page 29: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/29.jpg)
Q & A
Thank you
![Page 30: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/30.jpg)
Appendix
![Page 31: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/31.jpg)
Strategic Pricing Process
31
Customers Values Prices Costs Products
Value CreationCPV, Economic Value
Price StructureMetrics, Fences
Price & Value Comn.ROI Tools, collateral
Pricing Policy
Negotiation, Discounting
Price LevelPrice setting
Strategic Pricing Phases
Typical customer-led pricing design
![Page 32: Adaptive Marketing - Monetization and Pricing Models for the New world](https://reader033.vdocuments.mx/reader033/viewer/2022051323/54b4949f4a7959447b8b4574/html5/thumbnails/32.jpg)
32
Pricing is a function of Communicating Value