The document summarizes Do Quoc Khanh's presentation at Mobile Day 2012 for RubyCell Entertainment. Some key points from the presentation include discussing building a marketplace within a mobile app for selling virtual goods, subscriptions, and paid installations. The presentation also covered monetization strategies like in-app advertising, offerwalls that pay per installation, and case studies where these strategies have generated revenue. Overall, the document advocated developing new approaches to the subscription business model and creating a marketplace within a mobile app.

1. RUBYCELL ENTERTAINMENT
Mobile Day 2012

2.  Do Quoc Khanh, 1984
 facebook.com/doquockhanh
 twitter.com/doqkhanh
 RubyCell, 2010
 http://rubycell.com
 facebook.com/rubycell
 twitter.com/rubycell

3.  Build Your Own “MarketPlace“
 On-device Subscription
 Virtual Goods
 Paid App
 Offerwalls – Pay Per Install
 Free Apps, In-app Advertising

4.  Build Your Own “MarketPlace“
 On-device Subscription
 Paid Install
 In-app Advertising
 Virtual Goods, IAP
 Offerwalls – Pay Per Install

5.  China team, “Go Launcher” for Android

6.  Go Launcher”
◦ 10,000,000 - 50,000,000
◦ 66 products on publisher home
◦ Build-in store to selling stuffs
◦ Sell everything for $0.99 or free
 Themes
 Widget
 Application plug-in

7.  App has its “MarketPlace” should have
◦ Huge user-base with high active users ratio
◦ A in-app store, where user buy something to
improve or change app’s features and user
interface
◦ An APP or website for designer/developer to create
plug-in, themes, contents and sell them
◦ Lot of marketing tools and a purchase platform

8.  Build Your Own “MarketPlace“
 On-device Subscription
 Paid Install
 In-app Advertising
 Virtual Goods, IAP
 Offerwalls – Pay Per Install

9.  The subscription business model is a
business model where a customer must pay a
subscription price to have access to the
product/service.

10.  LAST PASS

11.  Great content is required
 Great users are required
 Should work as mobile client for a classic
services
◦ PC Services: password manager, xem phim
◦ Mass Media: TVs, News

12.  Build Your Own “MarketPlace“
 On-device Subscription
 Paid Install
 In-app Advertising
 Virtual Goods, IAP
 Offerwalls – Pay Per Install

13.  Alley Labs (Hanoi)
◦ Meteor Blitz, $2.99 - Since 2010

14.  ColorBox Software
◦ Rip Off, $0.99, 2 millions downloads for only 4
days
◦ Dalton, $0.99, over 2 millions downloads

15.  They all are professional
 They have a lot of experiences, there is no
room for the beginner
 They have tons of killer ideas in their
handbook
 They know all others on the market and in
the industry

16. • Only Paid version
• Lite/Paid versions
• Cheap paid + In-app billing version
• Trail/active model

17.  Could we create a killer app in Vietnam
with/for Vietnamese?
YES, but VERY HARD !!

18.  Passion, again?
 Talent’s problems
 Creative process, is it hard?
 Sound creation: sound FX, background music
design
 The RED ocean

19.  Build Your Own “MarketPlace“
 On-device Subscription
 Paid Install
 In-app Advertising
 Virtual Goods, IAP
 Offerwalls – Pay Per Install

20.  Is is work? In Vietnam, with apps for
Vietnamese?
 Categories
◦ Admob vs Direct sold
◦ Rich Media / Full screen ads
◦ Delay to skip button
 Professional In app ad optimization
 Why tips and Trick do not work

21.  YES or No
 For Vietnamese?
 Market size is increasing

22.  Because it WORK! It works really well!
Higher “Fill Rate”
Better eCPM
Much better revenue at weekend
Monthly statistic data from a Vietnam Company

23.  Banner Ads
◦ Size: 3
 Android 320x50, 300x250
 iPad: 120x600, 300x250, 468x60, 728x90
◦ Platform: iOS, Android, Website For Mobile Device
 Rich Media / Full screen ads / Video ads
 Delay to skip button
 Notification Ads for Android

24.  Select scene/layout/section to place ad is not
easy
◦ Why user enter the section
◦ Do they want get out
◦ Ad query by keywords for every sections
◦ Do not place ad in the “middle” section
 Design product for ad-supported business
from the first concept design

25.  Select ad rotate duration (Automatic refresh)
base on “Median Session Length” – need tools
to get MSL
 “Ad Network Mediation” bring a better eCPM
 Use “Filter Settings” to make sure your ad is
safe for your audience
 The default “Age Appropriate Ads” for admob
ad is a trap for the beginer

26.  Have you got enough statistic data?
 Optimize every smallest pieces
 Tools
◦ Google analytic for mobile
◦ Store’s analytic for developer
◦ Flurry
◦ Your own analytic tools

27.  Build Your Own “MarketPlace“
 On-device Subscription
 Paid Install
 In-app Advertising
 Virtual Goods, IAP
 Offerwalls – Pay Per Install

28.  Virtual goods are non-physical objects
purchased for use in online communities or
online games.
 Virtual goods are about an experience, just
like movies.

30.  A Game in PAPAYA Network
 IN THE FIRST MONTH
◦ 280,000 installs
◦ 11,000+ votes
◦ 4.7 ratings
◦ 16% paying conversion
◦ $9.17 ARPPU
 Convert 1 in 6 users to a paying

31.  ”This year, revenue from virtual goods in
mobile games is expected to hit $500 million
in the U.S., up from $350 million in
2011, according to The Inside Virtual Goods
report being released today.”
⇧ 42% UP

34.  VGs Categories
◦ Build-in virtual goods
◦ User-created virtual goods
 Design product to maximize your VGs sale
◦ Circle – Circle – Circle
◦ Find the best prices
◦ Using the same method in sale and marketing
 Improve Retain Users ratio with VGs
◦ Interaction quality is king
◦ Micro economic design in game
◦ What could i have

35.  In-app Marketing for VGs
◦ Marketing channel in the product
◦ Awesome graphic and UI design for your shop

36.  Build Your Own “MarketPlace“
 On-device Subscription
 Paid Install
 In-app Advertising
 Virtual Goods, IAP
 Offerwalls – Pay Per Install

37.  Success case studies
 Did it work? How good is it?
 The killer idea for startup in Vietnam
 Where to find the best company provide
offer-wall service?

38.  Glu Mobile with Gun Bros
 Results
◦ Gun Bros has reached more than 6.8 million
downloads, with Tapjoy providing scalable and
effective promotion

39.  YES
 More revenue for your app
◦ 10-20%
 The numbers
◦ CVR: 14.9%
◦ eCPM: $5.90
◦ CTR: 21.7%

41.  It best suit for Android and our local users
(Vietnamese) will like it because
◦ Everything is free
◦ People don’t like ad
◦ Offer-wall and Rewarded Installs method create a
strong revenue stream

42.  TapJoy
 Flurry AppCircle
 EverBadge
 AppBrain