decoding monetization models for social & chat apps

Download Decoding Monetization Models For Social & Chat Apps

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  • WEBINAR: DECODING MONETIZATION METHODS FOR SOCIAL/MESSAGING APPS

  • PRESENTERS

    TANVI KAPOOR Global Lead Native Advertising Solutions, Product Marketing 7 Years of experience in the Mobile Industry Tanvi.kapoor@inmobi.com

    SANDEEP JAIN Director Business Development, North America 14+ Years of experience in Products and Technology Sandeep.jain@inmobi.com

  • WHAT WILL YOU LEARN FROM THIS WEBINAR

    Holistic view of the social and messaging app ecosystem

    Basic understanding of the principles to keep in mind when designing social and messaging apps

    Comprehensive view of monetization methods for social and messaging apps

    Some details on getting advertising right for social and messaging apps

  • GROWTH OF SOCIAL MESSAGING APPS

  • GROWTH OF SOCIAL/MESSAGING APPS

    7% Shopping

    7% Local Search

    11% E-mail

    11% General Info (Search, Sports, News etc.)

    22% Play Games

    18% Entertainment (music, videos etc.)

    17% Social Media (e.g. Facebook, Twitter etc.)

    6% Bill Payments

    46% of mobile usage is purely on communication and entertainment

    General talking and messaging has been replaced with images, emojis and video calls

    Social and messaging apps are the preferred channel for distribution of content such as stories, videos, images, etc.

  • 2014 CHANGE IN SOCIAL BEHAVIOR

    This picture is so going on Instagram!

  • BUILDING A SOCIAL MESSAGING APP

  • TYPES OF SOCIAL/MESSAGING APPS

    ONE TO ONE

    Direct Messaging

    2-Way Communication

    Example: Whatsapp, Viber, IMO (All messaging apps)

    MANY TO MANY

    Group Chats 2-Way

    Communication

    Example: All messaging apps

    MANY TO ONE

    Social Feed 2-Way

    Communication

    Private or Public Example: FB,

    TW, Path, Tango

    ONE TO MANY

    Broadcast Messaging

    1-Way Communication

    Example: SMS Broadcasts, RSS Feeds

    ONE TO MANY TO MANY

    Channels Discussion and

    Awareness

    Example: Ocial accounts and Brand Channels

    PRIVATE PUBLIC

  • WHAT MAKES A GOOD SOCIAL MESSAGING APP?

  • 1. KEY VALUE PROPOSITION

    Audience Segment + Nature of Usage

    Identify your niche audience and what drives their social behavior

  • KEY VALUE PROPOSITION - EXAMPLE

    Caters to Comic Fans

    Share information on comics, books; Roleplay; Discussions on upcoming releases, etc.

  • 2. ENGAGEMENT

    Introduce guided interaction to make usage clear

    Create a network to begin with based on

    email id, phone number

    Keep the principles of engagement simple and elegant

  • 3. EXPRESSION

    Focus on the modes of expression preferred by the key customer segment

  • 4. DYNAMIC CONTENT

    Give your users reasons to keep coming back to the app. Repeatedly.

    Humans are slave to notications

    Updates user generated + app generated

  • 5. LOCAL FLAVOR & CUSTOMIZATION

    Provide local avors and audience specic features to create context and delight

  • 6. OPENNESS

    Take inspiration from the connected world

    Create an open system which links to other popular apps used by your audience segment

    Facilitate sharing of information from these apps

  • 7. EXPAND YOUR HORIZONS

    Grow into a platform

    Recommendations for your users

    Apps, Games, Music, Merchandize, etc.

  • MONETIZATION METHODS

  • 1. SUBSCRIPTION

    Time Based Example: Whatsapp

    Feature Based Example: LinkedIn Premium, Tinder Plus, Skype Calling Credit

  • 2. PERSONALIZATION

    Payments from personalized items like emojis, stickers and themes

    Either directly through money or through virtual currency

    Example: Path, Line

  • 3. PURCHASES (AUXILLARY)

    Extended app features IAP from Games, Music Purchases, Merchandize

    Example: Line, Tango, WeChat

  • 4. PAYMENTS FOR OFFICIAL ACCOUNTS

    Ocial accounts or channels paid for by the brand

    Useful for increasing engagement

  • 5. TRANSACTION FEES

    Transaction fees from payments to veried merchants

    Example: WeChat

  • 6. ADVERTISING

    In-Line Ads in: Social feed Conversation History /

    Contact List Photo Gallery

    Example: FB, Tango, Kakao

    Rewarded Video Ads in exchange for virtual currency

    Example: Kik

  • BEST PRACTICES FOR ADVERTISING IN SOCIAL APPS

    Easy Discoverability: Place the ad on the main page, within the rst 2 tiles Immediately Noticeable: Prominent, large ad units perform better. For

    compact layouts, highlight the ad in a slightly dierent color to improve

    performance

    Clear Identication: Clearly mark the unit as an advertisement with a tag such as Sponsored or Ad

    Respect User Privacy: Steer clear of private spaces such as conversation windows to avoid intrusion

  • Partnering with InMobi for advertising was an easy choice, given the strength and exibility of the InMobi platform and ability to seamlessly integrate native advertising in the BBM feed.

    Matthew Talbot SVP Emerging Solutions

    BlackBerry

    INMOBI IS THE LARGEST INDEPENDENT SOCIAL MONETIZATION PLATFORM GLOBALLY

    InMobi Social Partners

  • CONTACT US

    If you are interested in monetizing through ads, you can reach us

    at developer@inmobi.com

  • Questions