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Adaptive Marketing - Monetization and Pricing Models for the New world
 

Adaptive Marketing - Monetization and Pricing Models for the New world

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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?

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?

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    Adaptive Marketing - Monetization and Pricing Models for the New world Adaptive Marketing - Monetization and Pricing Models for the New world Presentation Transcript

    • Monetization ModelsA Case Study based discussionChandra V, Head of Products, InMobiChandra.vattikuti@yahoo.com
    • 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
    • Pricing Design Pricing Driver Types Stages Formula Mix Penetration, Ski Profitability Competition Tier MSRP mming Diversification, C Sell ThroughMkt Share (Units) Cost Usage aptive Payment Terms Bundling, AcclerRevenue (Sales) Value Loyalty ators Signal (Mktg) Special Offers
    • Pricing ApproachesCost-based PricingActual Cost Add: Price to Add: Price to Target Markup Customersof Product return Channel of ChannelCompetition-based PricingCompetitive Perceived Price to differentiation ofPricing company’s offering CustomersValue-based Pricing Customer’s Price to Channel/ TargetCustomers Perceived company Cost Product Value Customers markups
    • Cost Per Revenue Dollar (CPRD)
    • Marketplaces• Marketplace - “the world of commercial activity where goods and services are bought and sold.” Head Bride Buyer Lessee Hunters Seeker Shaadi ebay Craigslist LinkedIn dot com Passive Groom Seller Lessor Job seeker Seeker
    • What marketplace is this ? Us Merchant Bank CCA
    • Value Propositions
    • Value PropositionDifferent Kinds of value provided by Firms/Individuals/Technologies, to theirCustomers • Newness • Performance • Customization • “Getting the job done” • Design • Brand/Status • Price • Cost reduction • Risk reduction • Accessibility • Convenience/usability
    • Applying this lens to everything around us ? Us Merchant Bank CCA
    • Naukri – Marketplace of Jobs seekers/providers Finding a Job .. Professional Development User Intent
    • Naukri – Marketplace of Jobs seekers/providers Job Seeker MarketplaceBillboards Employers Job Seeker
    • Naukri – Marketplace of Jobs seekers/providers
    • Monetization models seen on Naukri• Ad Supported• Subscription Sells – Database sells to Recruiters & Consultants• Services revenue
    • Google – Marketplace of Information seekers and marketers Marketplace End user of Google Search Marketers Publisher
    • Monetization models seen on Google O&O Inventory• Ad Supported
    • Ad Networks• Ad Networks bring together Publishers and Advertisers (who would otherwise, not be able to discover and work with each other). User
    • Ad Sense
    • Going off on a tangent ..
    • FreemiumFree + Premium
    • FreemiumFree + Premium
    • Subscription
    • Direct Sells (Apps)
    • Virtual Goods
    • Sponsorships
    • Subsidized, two sided marketplaces Users
    • Infrastructure Monetization (IaaS, PaaS, SaaS)
    • Summary• Monetization in marketplaces – Ad Supported – Direct sell ( Digital Goods or assets ) – Subscription – Freemium – Marketplace – Marketplace of marketplaces – Sponsorships – Subsidized pricing
    • Q&AThank you
    • Appendix
    • Strategic Pricing Process Customers Values Prices Costs Products Typical customer-led pricing design Strategic Pricing Phases Value Price Price & Pricing Price Creation Structure Value Policy Level CPV, Econo Metrics, Fe Comn. mic Value nces Price ROI Negotiation, setting Tools, colla Discounting31 teral
    • Pricing is a function of Communicating Value32