monetization as a service
DESCRIPTION
Monetization as a Service. A logical extension of SaaS as presented at GDC Austin and VGS San Francisco by Mark Rose Find out more at http://deveoper.playspan.comTRANSCRIPT
© 2010 PlaySpan, Inc.
Monetization as a ServiceTM
(MaaS)
© 2010 PlaySpan, Inc.
© 2010 PlaySpan, Inc.
In 1890, if you had a factory, it was on
a river.
© 2010 PlaySpan, Inc.
In 1900, you didn’t need a river. You
just needed a Generator.
© 2010 PlaySpan, Inc.
In 1910, you didn’t need a generator.
Power became a Utility.
© 2010 PlaySpan, Inc.
and today - power is as accessible as air
© 2010 PlaySpan, Inc.
In the 1980’s the personal computer took hold
© 2010 PlaySpan, Inc.
The next evolution was client-server, which drove the internet…
© 2010 PlaySpan, Inc.
The current evolution is utility computing, aka “SaaS”, and it’s happening *very fast*
© 2010 PlaySpan, Inc.
and SaaS is just the beginning…
Platform as a Service (SalesForce.com)
Hardware as a Service (HaaS)
Infastructure as a Service (IaaS)
Social as a Service (Facebook)
© 2010 PlaySpan, Inc.
And from PlaySpan…
© 2010 PlaySpan, Inc.
Monetization as a ServiceTM
(MaaS)
© 2010 PlaySpan, Inc.
but first, why…
© 2010 PlaySpan, Inc.
We’ll design it with a virtual currency to buy virtual items, and later we’ll want to charge people for it…
Let’s start a game company…
Play…something
© 2010 PlaySpan, Inc.
Good news: You reach 1,000,000 MAU
© 2010 PlaySpan, Inc.
Director of Monetization
$100K
© 2010 PlaySpan, Inc.
“Let’s add PayPal…”
$10K$110K
© 2010 PlaySpan, Inc.
“Let’s add credit card…”
$20K$130K
© 2010 PlaySpan, Inc.
“and offers look cool too…”
$10K$140K
© 2010 PlaySpan, Inc.
“Crap, users are complaining…we need more customer service”
$100K$240K
© 2010 PlaySpan, Inc.
“F***, we’ve got fraud! Let’s get an analyst and “integrate some fraud stuff”…$150K$390K
© 2010 PlaySpan, Inc.
“Can we add some reports please?”
$20K$410K
© 2010 PlaySpan, Inc.
“Wow! 30% of our traffic is in Europe, we need to price in Euros..”
$20K$430K
© 2010 PlaySpan, Inc.
“These French guys have lots of questions. Hire some more people.”
$70K$500K
© 2010 PlaySpan, Inc.
Congratulations you’ve just started a small payments team!
Exactly like many, many other companies
© 2010 PlaySpan, Inc.
Does this create efficient monetization?
Does this create a better user experience?
Does this create unique value for your company?
© 2010 PlaySpan, Inc.
We think there is a better way…
© 2010 PlaySpan, Inc.
The PlaySpan MaaS platform helps:
• Increase revenue• Gain valuable insights
• Reduce fraud• Reduce costs• Focus on the core
© 2010 PlaySpan, Inc.
Increase Revenue
Lesson 1: Keep the user in the game
© 2010 PlaySpan, Inc.
In app user experience
Increase Revenue
© 2010 PlaySpan, Inc.
In app user experience
Increase Revenue
© 2010 PlaySpan, Inc.
In app user experience
Increase Revenue
© 2010 PlaySpan, Inc.
In app user experience
Increase Revenue
© 2010 PlaySpan, Inc.
Increase Revenue
Lesson 2: Know where your user is
© 2010 PlaySpan, Inc.
Increase Revenue
Mexico City
© 2010 PlaySpan, Inc.
Increase Revenue
Dubai
© 2010 PlaySpan, Inc.
Increase Revenue
Mexico City$20 average payment
© 2010 PlaySpan, Inc.
Increase Revenue
Dubai$40 average payment
© 2010 PlaySpan, Inc.
Increase Revenue
© 2010 PlaySpan, Inc.
Increase Revenue
Lesson 3: Price Locally
$10
£10 (much
better)
© 2010 PlaySpan, Inc.
Increase Revenue
1,000 Bananas $10
but in the UK…
1,000 Bananas £6.27
© 2010 PlaySpan, Inc.
Increase Revenue
1,000 Bananas
but what if…
1,200 Bananas £10
Lesson 4: Price “smartly”
$10
© 2010 PlaySpan, Inc.
Increase Revenue
© 2010 PlaySpan, Inc.
Lesson 5: Show local payment methods
Increase Revenue
© 2010 PlaySpan, Inc.
Lesson 6: Use local languages
Increase Revenue
© 2010 PlaySpan, Inc.
Over 85 Payment Methods
Increase Revenue
© 2010 PlaySpan, Inc.
Lesson 7: Analyze Everything….
Increase Revenue
© 2010 PlaySpan, Inc.
Insightful Analytics
Executive Dashboard
© 2010 PlaySpan, Inc.
Insightful Analytics
Product Sales, Sources and Sinks
© 2010 PlaySpan, Inc.
Insightful Analytics
Geopayments and trends
© 2010 PlaySpan, Inc.
Insightful Analytics
Share of market and types of payment
© 2010 PlaySpan, Inc.
Insightful Analytics
Conversion and ARPU
© 2010 PlaySpan, Inc.
Google Analytics for Payments
© 2010 PlaySpan, Inc.
Looking forward
Is it about ARPU or LTV?
How do you segment users, and motivate users to up-segment?
What’s better - the Blue Battle Axe or the Yellow Dagger of Xanth? [hint: a/b test]
© 2010 PlaySpan, Inc.
Monetization as a ServiceTM
(MaaS)
Mark Rose
http://developer.playspan.com