Talk for Mobile 2.0 Europe covering business models and frameowrks for "Beyond Free"

1. Beyond Free ...what is the customer’s perception of “free”? Priya Prakash | Creative Director Consumer Experience, Nokia

4. my experience around... various biz models

5. tools conversations business models experiences

6. tools conversations business models experiences pre-paid ad-funded direct sales & lead generation freemium (VAS) & ad-funded device sales & services

7. what is customer’s perception of value?

9. ...image?

10. ...value?

11. ...satisfaction?

12. insight 1: The value perceived is how you create the story- “The consume model” in the mind of the user

14. ...each handset is perceived having a different value

16. ...using lifestyle & customisation to create value

19. what is more valuable? access vs ownership

21. what is free & not free?

23. what is not free...what is finite time & attention effort status

25. insight 2: To get users to upgrade, identify activities involving time, status and effort. • Demonstrate clear benefits missing in the free version. • Design seamless calls to actions to get users to convert.

26. time

28. The funnel.. Pay as you grow

31. insight 3: Distraction based advertising on mobile could work only if the user’s context is clearly supported.

32. Derived from: Flow interactive Free? £ 0.90 ad-funded Sky+ monthly subscription

33. media usage over time media ? ? ? ? ?

37. insight 4: Seamless user experiences create sustained revenues.

40. Slide ref: http://www.slideshare.net/froberg/meet-freemium-presentation

41. The App Store ...we’ve come to the conclusion that a very poor app earns only a few hundred a month. The average and above average apps can earn in the neighborhood of $1,000-10,000+ per month. The more viral, gimmicky, and higher quality apps can earn anywhere from $100,000 - 1,000,000+ over the course of their lifetime. “ http://www.appvee.com/blog/2009/04/the-most-comprehensive-iphone-app-sales-figures/

42. conclusion... To monetise the mobile user experience, you need a highly reactive business and service strategy.

43. how? think fashion! you need a platform that is flexible & timely to react to market needs & fulfill demands

44. thank you :) questions? [email_address]