SMWSA 848841

2015.05.19

GUADAGNARE REGALANDO

Social Media Web & Smart Apps

DALLA NETWORK EXTERNALITY AL FREEMIUM

CT3 - Informatica - Ca’ Foscari 01/18

INDEX

Social Media Web & Smart Apps

02/18

• Fonti • Strategia • Free • Freemium • New Rules (?)

2015.05.19

CT3 - Informatica - Ca’ Foscari

FONTI

Social Media Web & Smart Apps

03/18

2015.05.19

CT3 - Informatica - Ca’ Foscari

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

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

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

Social Media Web & Smart Apps

07/18

+ + + =

SMS Email Skype Viber WhatsappThread view Free

AttachmentsFree

Video CallsFree

Contacts Sync Calls

(almost) Free Thread view Attachments

Contacts Sync Calls

(Video Calls?)

2015.05.19

CT3 - Informatica - Ca’ Foscari

Social Media Web & Smart Apps

08/18

vs

Network Externality + Winner Takes All

Whatsapp Viber

2015.05.19

CT3 - Informatica - Ca’ Foscari

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

FREE

Social Media Web & Smart Apps

10/18

• Freebies • Commercial TV • Flights (!) • Extreme Predatory Pricing = Piracy • Subsidized Sales = Razor / Blade

2015.05.19

CT3 - Informatica - Ca’ Foscari

Social Media Web & Smart Apps

11/18

CAC - Payback - MRR - Churn - LTV

• Customer Acquisition Cost • CAC Payback • Monthly Recurring Revenue • Churn • LifeTime Value

CAC Payback < 12 months

LTV > 3 x CAC[ ]

2015.05.19

CT3 - Informatica - Ca’ Foscari

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

Social Media Web & Smart Apps

13/18

2015.05.19

CT3 - Informatica - Ca’ Foscari

FREEMIUM

Social Media Web & Smart Apps

14/18

Versioning vs Extreme Versioning

2015.05.19

CT3 - Informatica - Ca’ Foscari

Social Media Web & Smart Apps

15/18

Market share Revenue Gross MarginVe

rsio

ning

Free

mium

2015.05.19

CT3 - Informatica - Ca’ Foscari

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

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

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