Monetization as a Service

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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.com

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Monetization as a Service

  1. 1. Monetization as a ServiceTM<br />(MaaS) <br />
  2. 2.
  3. 3. In 1890, if you had a factory, it was on a river.<br />
  4. 4. In 1900, you didn’t need a river. You just needed a Generator.<br />
  5. 5. In 1910, you didn’t need a generator. Power became a Utility.<br />
  6. 6. and today - power is as accessible as air<br />
  7. 7. In the 1980’s the personal computer took hold<br />
  8. 8. The next evolution was client-server, which drove the internet…<br />
  9. 9. The current evolution is utility computing, aka “SaaS”, and it’s happening *very fast*<br />
  10. 10. and SaaS is just the beginning…<br />Platform as a Service (SalesForce.com)<br />Hardware as a Service (HaaS)<br />Infastructure as a Service (IaaS)<br />Social as a Service (Facebook)<br />
  11. 11. And from PlaySpan…<br />
  12. 12. Monetization as a ServiceTM<br />(MaaS) <br />
  13. 13. but first, why…<br />
  14. 14. Let’s start a game company…<br />Play…<br />something<br />We’ll design it with a virtual currency to buy virtual items, and later we’ll want to charge people for it…<br />
  15. 15. Good news: You reach 1,000,000 MAU<br />
  16. 16. Director of Monetization<br />$100K<br />
  17. 17. “Let’s add PayPal…”<br />$10K<br />$110K<br />
  18. 18. “Let’s add credit card…”<br />$20K<br />$130K<br />
  19. 19. “and offers look cool too…”<br />$10K<br />$140K<br />
  20. 20. “Crap, users are complaining…we need more customer service”<br />$100K<br />$240K<br />
  21. 21. “F***, we’ve got fraud! Let’s get an analyst and “integrate some fraud stuff”…<br />$150K<br />$390K<br />
  22. 22. “Can we add some reports please?”<br />$20K<br />$410K<br />
  23. 23. “Wow! 30% of our traffic is in Europe, we need to price in Euros..”<br />$20K<br />$430K<br />
  24. 24. “These French guys have lots of questions. Hire some more people.”<br />$70K<br />$500K<br />
  25. 25. Congratulations you’ve just started a small payments team!<br />Exactly like many, many other companies<br />
  26. 26. Does this create efficient monetization?<br />Does this create a better user experience?<br />Does this create unique value for your company?<br />
  27. 27. We think there is a better way…<br />
  28. 28. The PlaySpan MaaS platform helps:<br /><ul><li> Increase revenue
  29. 29. Gain valuable insights
  30. 30. Reduce fraud
  31. 31. Reduce costs
  32. 32. Focus on the core</li></li></ul><li>Increase Revenue<br />Lesson 1: Keep the user in the game<br />
  33. 33. Increase Revenue<br />In app user experience<br />
  34. 34. Increase Revenue<br />In app user experience<br />
  35. 35. Increase Revenue<br />In app user experience<br />
  36. 36. Increase Revenue<br />In app user experience<br />
  37. 37. Increase Revenue<br />Lesson 2: Know where your user is<br />
  38. 38. Increase Revenue<br />Mexico City<br />
  39. 39. Increase Revenue<br />Dubai<br />
  40. 40. Increase Revenue<br />Mexico City<br />$20 average payment<br />
  41. 41. Increase Revenue<br />Dubai<br />$40 average payment<br />
  42. 42. Increase Revenue<br />
  43. 43. Increase Revenue<br />£10 (much better)<br />$10<br />Lesson 3: Price Locally<br />
  44. 44. Increase Revenue<br />1,000 Bananas<br />$10<br />but in the UK…<br />1,000 Bananas<br />£6.27<br />
  45. 45. Increase Revenue<br />1,000 Bananas<br />$10<br />but what if…<br />1,200 Bananas<br />£10<br />Lesson 4: Price “smartly”<br />
  46. 46. Increase Revenue<br />
  47. 47. Increase Revenue<br />Lesson 5: Show local payment methods<br />
  48. 48. Increase Revenue<br />Lesson 6: Use local languages<br />
  49. 49. Increase Revenue<br />Over 85 Payment Methods<br />
  50. 50. Increase Revenue<br />Lesson 7: Analyze Everything….<br />
  51. 51. Insightful Analytics<br />Executive Dashboard<br />
  52. 52. Insightful Analytics<br />Product Sales, Sources and Sinks<br />
  53. 53. Insightful Analytics<br />Geopayments and trends<br />
  54. 54. Insightful Analytics<br />Share of market and types of payment<br />
  55. 55. Insightful Analytics<br />Conversion and ARPU<br />
  56. 56. Google Analytics for Payments<br />
  57. 57. Looking forward<br />Is it about ARPU or LTV?<br />How do you segment users, and motivate users to up-segment?<br />What’s better - the Blue Battle Axe or the Yellow Dagger of Xanth? [hint: a/b test] <br />
  58. 58. Monetization as a ServiceTM<br />(MaaS)<br />Mark Rose<br />mark.rose@playspan.com<br />http://developer.playspan.com<br />

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