Monetization Models A Case Study based discussion Chandra V, Head of Products, InMobi [email protected]
Adaptive Marketing - Monetization and Pricing Models for the New world
Jan 13, 2015
Head of Product Management, InMobi speaks at Product Professionals Event Hosted by Adaptive Marketing in Bangalore, India. Product Management and how to monetize and price?
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Monetization Models A Case Study based discussion
Chandra V, Head of Products, InMobi [email protected]
Topics of Discussion • Pricing Design & Pricing Approaches• Marketplaces
– One-sided, Two-sided and Multi-sided marketplaces
• Two-sided marketplaces• Discussions around
– Naukri– Google – Drop Box/Evernote – LinkedIn– Mobile
• Monetization in two-sided marketplaces– Ad Supported– Direct sell ( Digital Goods or assets ) – Subscription– Freemium – Marketplace– Marketplace of marketplaces– Sponsorhips
Pricing DesignPricing
Driver
Profitability
Mkt Share (Units)
Revenue (Sales)
Signal (Mktg)
Types
Competition
Cost
Value
Stages
Penetration, Skimming
Diversification, Captive
Bundling, Acclerators
Special Offers
Formula
Tier
Usage
Loyalty
Mix
MSRP
Sell ThroughPayment Terms
Pricing Approaches
Actual Cost of Product
Add: Target return
Price to Channel
Add:Markup of Channel
Cost-based Pricing
Price to Customers
Competitive Pricing
Perceived differentiation of company’s offering
Price to Customers
Competition-based Pricing
CustomersCustomer’s Perceived Value
Price to Customers
TargetCost Product
Value-based Pricing
Channel/ companymarkups
Cost Per Revenue Dollar (CPRD)
Marketplaces• Marketplace - “the world of commercial activity where goods and services are
bought and sold.”
ebay
Buyer
Seller
Craigslist
Lessee
Lessor
HeadHunters
Passive Job
Seeker
Shaadi dotcom
Bride Seeker
Groom seeker
What marketplace is this ?
Us Merchant CCABank
Value Propositions
Value Proposition
Different Kinds of value provided by Firms/Individuals/Technologies, to their Customers
• Newness • Performance• Customization • “Getting the job done”• Design• Brand/Status • Price• Cost reduction • Risk reduction• Accessibility• Convenience/usability
Applying this lens to everything around us ?
Us Merchant CCABank
Naukri – Marketplace of Jobs seekers/providers
Finding a Job
Professional Development
User Intent
..
Naukri – Marketplace of Jobs seekers/providers
Job Seeker Marketplace
Billboards Employers Job Seeker
Naukri – Marketplace of Jobs seekers/providers
Monetization models seen on Naukri
• Ad Supported
• Subscription Sells
– Database sells to Recruiters & Consultants
• Services revenue
Google – Marketplace of Information seekers and marketersEnd user of Google Search
Marketers
Marketplace
Publisher
Monetization models seen on Google O&O Inventory
• Ad Supported
Ad Networks
• Ad Networks bring together Publishers and Advertisers (who would otherwise, not be able to discover and work with each other).
User
Ad Sense
Going off on a tangent ..
Freemium
Free + Premium
Freemium
Free + Premium
Subscription
Direct Sells (Apps)
Virtual Goods
Sponsorships
Subsidized, two sided marketplaces
Users
Infrastructure Monetization (IaaS, PaaS, SaaS)
Summary• Monetization in marketplaces
– Ad Supported– Direct sell ( Digital Goods or assets ) – Subscription– Freemium – Marketplace– Marketplace of marketplaces– Sponsorships– Subsidized pricing
Q & A
Thank you
Appendix
Strategic Pricing Process
31
Customers Values Prices Costs Products
Value CreationCPV, Economic Value
Price StructureMetrics, Fences
Price & Value Comn.ROI Tools, collateral
Pricing Policy
Negotiation, Discounting
Price LevelPrice setting
Strategic Pricing Phases
Typical customer-led pricing design
32
Pricing is a function of Communicating Value
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