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making money on mobile
john@warp.ly
who
✓involved

in big data and distributed computing since 2004
[CERN LHC]

✓passionate

in real-time data processing, especially in
advertisement technology

✓strong

background on theory of algorithms and computational
complexity

✓involved

in performance marketing since 2007
what
mobile is where your customers are
Time vs. Revenue Spend
on Mobile and Internet

Mobile Devices Sold vs.
PCs

x

source: emarketer.com

source: gartner.com
mobile monetization on verticals
Many companies make the mistake of utilizing the
same approach for different verticals. But there is no
Silver Bullet in Mobile Marketing.
Our vision is to give back mobile marketing it’s
lost prestige and be part of establishing the next
generation of marketing professionals with focus on
real-world KPI’s, ROI and above all nonintrusive responsible communication .

War
ply u
diffe
se
rent
appr s
o
for d
iffer aches
ent
verti
ca ls
fragmented landscape
new ad formats

call them native
ad formats
new campaign objectives
loyalty in a mobile first world
✓ in

the next couple of years your mobile phone will essentially become
your wallet

✓ mobile

will be the most personal item you have, associated directly
with your purchase behavior

✓ mobile

will be in all your customer’s pocket and present in all their
priority moments

✓ mobile

programmatic media buying revolutionizes the way we buy
media, providing the option to target, segment and re-target our
audience
the mobile acquisition problem
•

saturated and overpriced: your competitors are games, fortune 500 companies
that monetize mobile and more games, and more awesome games!!! (CPA>$2.5)

•

adverse selection problem: apps are only selling clients that they don’t monetize,
so in return you are buying users that provenly are not spending on mobile

•

targeting and traffic quality: traffic acquisition and user tracking systems are
fragmented and hard to monitor
the mobile retention problem
Solving it, should be your
First Mobile App Strategy
Retention is one of the biggest challenges of
mobile apps today, as “65% of people stop
using them three months after install”

Months Since
User Acquisition

iOS and Android User Retention

0

100
%

1

45
%

3

24
%

6

14
%

9

7%

12

4%

source: blog.flurry.com
customer lifecycle value in plain
english
•

prediction of the net profit attributed to the entire future
relationship with a customer.

•

retention rate is the key element in increasing your business CLV

•

there are numerous models that involve past ARPU or statistical future
prediction models that are more accurate

•

mobile provides the ideal channel for both impulse buying and
training your customers into a habit purchase behavior
the only formula you need to know

CLV > CPA
* Customer Lifetime
Value

* Cost Per Acquiring a new Customer
this translates into revenue

Installs

Monthly
Active Users

x

Monthly
Retention %

=

x

Monthly Average
Revenue Per User

=

Monthly
Active Users
used by all major players
hacking customer lifecycle value

average revenue per user

•

customer lifecycle value mostly refers to the
future, therefore this is something we can easily
influence through mobile channels

•

monthly churn rate is probable the
most important factor you need and
can change

•

communicate just before
your customers are about
to perform a purchase

customer spending
with
mobile CRM

customer spending without mobile
CRM
tim
e
acquisition lifecycle
ad network

2$ Acquisition Cost

CRM

50% of CLV increase

max
spending

Total
Revenue
from
acquisition
Total
Spend
for
acquisition

brand
spending
Your CRM’s Mobile Loyalty Extension
bridges
for:
the solution
Contextual Targeting
Target users based on
their location, past
behavior, purchase habits
and personality.

Engagement
Deliver rich and engaging
communication, ask your
customers to play games,
participate in competitions
and perform loyalty actions

Real-Time Messaging
Push messaging gives the
ability to communicate with
your customers just right at
the point of sales or even
before they even realize that
they need to perform a
purchase
target and segment

Facebook
Demographics
Target using full
scope of facebook
demographics
through the
embedded facebook
connect

Custom Tagging
and behavioral
profiling
Set up consumers
personas derived from
user behavior inside the
APP and based on
interaction with
previous campaigns

Geolocation/
Geofencing
Send campaigns to
specific geographical
areas (geolocation) OR
create a radius around
your point of interest
and trigger the campaign
as soon as the user
walks in (geofencing).

API Calls
Take advantage of
existing user data by
integrating into your
CRM or database or set
up automatic campaigns
based on preconfigured
Business Intelligence
rules.
two ways of communication push vs. pull
Silent Push
Deliver campaigns in the
inbox without waking up
the users device

Push messages
Deliver value to your best customers, right on their home screens.
Push is a proven, proactive way to drive engagement with your app and
your brand.
With Push notifications you
receive a pop up message and
a sound with the APP logo
that gets hosted in the
notification tray and as soon
as you click on it:
•It wakes up the APP
•You get a rich HTML5
landing page that can host any
content
inbox for brand messaging and habit creation
Your New Direct Communication Channel!
Train your users to return into
the app periodically to check for
new updates.

Co
n
wh tro
l
en
fo
r h a nd
lo
n g ow
Us
er
s c
se
e
an
Ca
mp
in
ai g
th
eir ns
In
bo
x

Implement the Inbox in your APP
without having to change the Design
modes of engaging your customers
Reach all app users to provide even more engaging
experiences.










Video ads
Downloads
Sweepstakes
Coupons
Feedback
Game
Social currency
Special content
Second screen
native vs web inbox
modes of interacting with your customers
Perform purchases and redeem coupons directly though the application
One-time
Registratio
n
Mobile Wallet
Support
Apple Passbook
Integration
Physical and
Virtual Goods

Voucher Code
for the Offer
Time/Place
Dependencie
s
Proof of
Presence
Scanned
Material
Case Studies
increase transactions
Drive in-app
transactions up to
40%
Warply uses messaging within
context to incentivize users to
perform specific actions and
provides them with one-click
interactions. This approach
significantly increases impulse
buys and transactions in
general
increase engagement
Increase
engagement by
500%
Warply targeting capabilities
enable you to target users
based on their interaction
with the app. Therefore you
are able to communicate
with users that have churn or
reward the most active ones.
increase spending
Increase average
spending by 200%
Warply is widely used in
finance and m-commerce apps
across the world. Our recent
case studies indicate that the
same customer increase
average spending just after
installing the app!
increase repetition
Increase repetition
by 240%
Warply helps app owners
communicate frequent
app content updates
through personalized
messages based on past
behavior or interests.
increase foot traffic
Increase foot
traffic by 1000%
Warply mobile
engagement campaigns
reward users that perform
the actions they are asked,
like entering a store or
interacting with a POS
Deep linking
Deep link and let an app
invoke another, providing
seamless user flow
Initiate a user action from a push session or a banner ad in a third
party app. Take customer retention into a new level with deep linking
capabilities like
warply://user/68331 or
warply://flight_id/2331200
how it works in gaming
•

appointment dynamics to increase user retention

•

players only buy in-app consumables when they think that this saves time!

•

Monitor your users and engage them when they are idle (when in
toilet :p or in the subway)

•

avoid limits on your CLV (avoid $4.99 buy all bundle if possible)

•

repetition mode, game farms/publishers and development of new versions
of the same gameplay
a new standard for engagement & monetization

Go Ahead
Communicate with your clients
in their context!
visit us:

http://warp.ly
mail us:

info@warp.ly
like us:

https://facebook.com/warply

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Making money on mobile: acquisition, retention, monetization

  • 1. making money on mobile john@warp.ly
  • 2. who ✓involved in big data and distributed computing since 2004 [CERN LHC] ✓passionate in real-time data processing, especially in advertisement technology ✓strong background on theory of algorithms and computational complexity ✓involved in performance marketing since 2007
  • 4. mobile is where your customers are Time vs. Revenue Spend on Mobile and Internet Mobile Devices Sold vs. PCs x source: emarketer.com source: gartner.com
  • 5. mobile monetization on verticals Many companies make the mistake of utilizing the same approach for different verticals. But there is no Silver Bullet in Mobile Marketing. Our vision is to give back mobile marketing it’s lost prestige and be part of establishing the next generation of marketing professionals with focus on real-world KPI’s, ROI and above all nonintrusive responsible communication . War ply u diffe se rent appr s o for d iffer aches ent verti ca ls
  • 7. new ad formats call them native ad formats
  • 9. loyalty in a mobile first world ✓ in the next couple of years your mobile phone will essentially become your wallet ✓ mobile will be the most personal item you have, associated directly with your purchase behavior ✓ mobile will be in all your customer’s pocket and present in all their priority moments ✓ mobile programmatic media buying revolutionizes the way we buy media, providing the option to target, segment and re-target our audience
  • 10. the mobile acquisition problem • saturated and overpriced: your competitors are games, fortune 500 companies that monetize mobile and more games, and more awesome games!!! (CPA>$2.5) • adverse selection problem: apps are only selling clients that they don’t monetize, so in return you are buying users that provenly are not spending on mobile • targeting and traffic quality: traffic acquisition and user tracking systems are fragmented and hard to monitor
  • 11. the mobile retention problem Solving it, should be your First Mobile App Strategy Retention is one of the biggest challenges of mobile apps today, as “65% of people stop using them three months after install” Months Since User Acquisition iOS and Android User Retention 0 100 % 1 45 % 3 24 % 6 14 % 9 7% 12 4% source: blog.flurry.com
  • 12. customer lifecycle value in plain english • prediction of the net profit attributed to the entire future relationship with a customer. • retention rate is the key element in increasing your business CLV • there are numerous models that involve past ARPU or statistical future prediction models that are more accurate • mobile provides the ideal channel for both impulse buying and training your customers into a habit purchase behavior
  • 13. the only formula you need to know CLV > CPA * Customer Lifetime Value * Cost Per Acquiring a new Customer
  • 14. this translates into revenue Installs Monthly Active Users x Monthly Retention % = x Monthly Average Revenue Per User = Monthly Active Users
  • 15. used by all major players
  • 16. hacking customer lifecycle value average revenue per user • customer lifecycle value mostly refers to the future, therefore this is something we can easily influence through mobile channels • monthly churn rate is probable the most important factor you need and can change • communicate just before your customers are about to perform a purchase customer spending with mobile CRM customer spending without mobile CRM tim e
  • 17. acquisition lifecycle ad network 2$ Acquisition Cost CRM 50% of CLV increase max spending Total Revenue from acquisition Total Spend for acquisition brand spending
  • 18. Your CRM’s Mobile Loyalty Extension bridges for:
  • 19. the solution Contextual Targeting Target users based on their location, past behavior, purchase habits and personality. Engagement Deliver rich and engaging communication, ask your customers to play games, participate in competitions and perform loyalty actions Real-Time Messaging Push messaging gives the ability to communicate with your customers just right at the point of sales or even before they even realize that they need to perform a purchase
  • 20. target and segment Facebook Demographics Target using full scope of facebook demographics through the embedded facebook connect Custom Tagging and behavioral profiling Set up consumers personas derived from user behavior inside the APP and based on interaction with previous campaigns Geolocation/ Geofencing Send campaigns to specific geographical areas (geolocation) OR create a radius around your point of interest and trigger the campaign as soon as the user walks in (geofencing). API Calls Take advantage of existing user data by integrating into your CRM or database or set up automatic campaigns based on preconfigured Business Intelligence rules.
  • 21. two ways of communication push vs. pull Silent Push Deliver campaigns in the inbox without waking up the users device Push messages Deliver value to your best customers, right on their home screens. Push is a proven, proactive way to drive engagement with your app and your brand. With Push notifications you receive a pop up message and a sound with the APP logo that gets hosted in the notification tray and as soon as you click on it: •It wakes up the APP •You get a rich HTML5 landing page that can host any content
  • 22. inbox for brand messaging and habit creation Your New Direct Communication Channel! Train your users to return into the app periodically to check for new updates. Co n wh tro l en fo r h a nd lo n g ow Us er s c se e an Ca mp in ai g th eir ns In bo x Implement the Inbox in your APP without having to change the Design
  • 23. modes of engaging your customers Reach all app users to provide even more engaging experiences.          Video ads Downloads Sweepstakes Coupons Feedback Game Social currency Special content Second screen
  • 24. native vs web inbox
  • 25. modes of interacting with your customers Perform purchases and redeem coupons directly though the application One-time Registratio n Mobile Wallet Support Apple Passbook Integration Physical and Virtual Goods Voucher Code for the Offer Time/Place Dependencie s Proof of Presence Scanned Material
  • 27. increase transactions Drive in-app transactions up to 40% Warply uses messaging within context to incentivize users to perform specific actions and provides them with one-click interactions. This approach significantly increases impulse buys and transactions in general
  • 28. increase engagement Increase engagement by 500% Warply targeting capabilities enable you to target users based on their interaction with the app. Therefore you are able to communicate with users that have churn or reward the most active ones.
  • 29. increase spending Increase average spending by 200% Warply is widely used in finance and m-commerce apps across the world. Our recent case studies indicate that the same customer increase average spending just after installing the app!
  • 30. increase repetition Increase repetition by 240% Warply helps app owners communicate frequent app content updates through personalized messages based on past behavior or interests.
  • 31. increase foot traffic Increase foot traffic by 1000% Warply mobile engagement campaigns reward users that perform the actions they are asked, like entering a store or interacting with a POS
  • 32. Deep linking Deep link and let an app invoke another, providing seamless user flow Initiate a user action from a push session or a banner ad in a third party app. Take customer retention into a new level with deep linking capabilities like warply://user/68331 or warply://flight_id/2331200
  • 33. how it works in gaming • appointment dynamics to increase user retention • players only buy in-app consumables when they think that this saves time! • Monitor your users and engage them when they are idle (when in toilet :p or in the subway) • avoid limits on your CLV (avoid $4.99 buy all bundle if possible) • repetition mode, game farms/publishers and development of new versions of the same gameplay
  • 34. a new standard for engagement & monetization Go Ahead Communicate with your clients in their context! visit us: http://warp.ly mail us: info@warp.ly like us: https://facebook.com/warply