Conversion Rates• Expect 1-5% for consumer freemium.• Evernote: can take a long time to get to 5%!• Accumulate unique data (notes, wishlists, travel history, etc.) for longterm value.
Get Baked!• Retention: LTCV++• Sharing: CAC--• Success: CAC < LTCV• Person: become a ritual (for a group)• Company: become a key (team) process
Conﬂicting Lessons• Enterprise solutions pay well, but...• Consumer: wider audience than ever!• BillUser() call in all OS APIs, soon.• Consumerization of the enterprise
Clear Lessons• Ad inventory on mobile is atrocious.• Exactly where payment APIs are strongest.• In-app purchase is dominating.• Ads overall are a poor user experience, conﬂicting with what the user wants.
So• Beware ads. (other than as a stick to encourage people to upgrade)• Retain data.• Make purchase easy.• Encourage sharing.• Be useful!