SMWSA 848841

1. 2015.05.19
GUADAGNARE REGALANDO
Social Media Web & Smart Apps
DALLA NETWORK EXTERNALITY AL FREEMIUM
CT3 - Informatica - Ca’ Foscari 01/18

2. INDEX
Social Media Web & Smart Apps
02/18
• Fonti
• Strategia
• Free
• Freemium
• New Rules (?)
2015.05.19
CT3 - Informatica - Ca’ Foscari

3. FONTI
Social Media Web & Smart Apps
03/18
2015.05.19
CT3 - Informatica - Ca’ Foscari

4. STRATEGIA
Social Media Web & Smart Apps
04/18
If you don’t have a competitive advantage,
don’t compete.
Jack Welch
2015.05.19
CT3 - Informatica - Ca’ Foscari

5. STRATEGIA
Social Media Web & Smart Apps
05/18
• Engineering
• Timing
• Monopoly
• People
• Distribution
• Durability
• Secret
(Zero to One - Peter Thiel, 2014)
2015.05.19
CT3 - Informatica - Ca’ Foscari

6. Social Media Web & Smart Apps
06/18
Engineering
buy one click
logistics
low cost
transactions
like
Timing first mover 100M web 2.0
mobile
broadband
Monopoly books
ebay
power-sellers
Harvard SMS / IM
Distribution long tail $10 students free SMS
Secret
winner takes
all
steal from
banks
life sharing
steal from
carriers
2015.05.19
CT3 - Informatica - Ca’ Foscari

7. Social Media Web & Smart Apps
07/18
+ + + =
SMS Email Skype Viber Whatsapp
Thread view Free
Attachments
Free
Video Calls
Free
Contacts Sync
Calls
(almost) Free
Thread view
Attachments
Contacts Sync
Calls
(Video Calls?)
2015.05.19
CT3 - Informatica - Ca’ Foscari

8. Social Media Web & Smart Apps
08/18
vs
Network Externality + WinnerTakes All
Whatsapp Viber
2015.05.19
CT3 - Informatica - Ca’ Foscari

9. FREE
Social Media Web & Smart Apps
09/18
If you are not paying,
you are the product being sold.
anonymous on Reddit
2015.05.19
CT3 - Informatica - Ca’ Foscari

10. FREE
Social Media Web & Smart Apps
10/18
• Freebies
• CommercialTV
• Flights (!)
• Extreme Predatory Pricing = Piracy
• Subsidized Sales = Razor / Blade
2015.05.19
CT3 - Informatica - Ca’ Foscari

11. Social Media Web & Smart Apps
11/18
CAC - Payback - MRR - Churn - LTV
• Customer Acquisition Cost
• CAC Payback
• Monthly Recurring Revenue
• Churn
• LifeTimeValue
CAC Payback < 12 months
LTV > 3 x CAC[ ]
2015.05.19
CT3 - Informatica - Ca’ Foscari

12. Social Media Web & Smart Apps
12/18
CAC - Payback - MRR - Churn - LTV
http://blog.asmartbear.com/visualizing-the-interactions-between-cac-churn-and-ltv.html
2015.05.19
CT3 - Informatica - Ca’ Foscari

13. Social Media Web & Smart Apps
13/18
2015.05.19
CT3 - Informatica - Ca’ Foscari

14. FREEMIUM
Social Media Web & Smart Apps
14/18
Versioning vs ExtremeVersioning
2015.05.19
CT3 - Informatica - Ca’ Foscari

15. Social Media Web & Smart Apps
15/18
Market share Revenue Gross MarginVersioningFreemium
2015.05.19
CT3 - Informatica - Ca’ Foscari

16. NEW RULES
(?)
Social Media Web & Smart Apps
16/18
New Rules for the New Economy
Kevin Kelly (Penguin, 1999)
2015.05.19
CT3 - Informatica - Ca’ Foscari

17. Social Media Web & Smart Apps
17/18
Engineering OEM
low cost
plug’n’play
price
leadership
Timing
500M
green
new
standard
new market
Monopoly
luxury
sports car
predatory
pricing
raffinery
Distribution owned shops OEM
railroad
collusion
Secret eco-fashion
a PC on
every desk
energy =
new gold
2015.05.19
CT3 - Informatica - Ca’ Foscari

18. GRAZIE
Social Media Web & Smart Apps
18/18
Technology changes,
economic laws do not.
H.R.Varian
2015.05.19
CT3 - Informatica - Ca’ Foscari
848841@stud.unive.it