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Introduction of Listen, the next-generation ringback-tone product. Easy to use smartphone app, available for Android and iOS
Citation preview
PORTO
MARCH 26, 2014
LISTEN NEXT GENERATION RBT PRODUCT
2 RealNetworks Confidential
• Products and distribution so far focused on feature phones;
• Lack of a good product/value proposition for smartphones;
• Carriers have lost touch points with consumers, leading to a decline in
RBT revenues due to less focus and effort on the marketing
MOBILE ENTERTAINMENT IS A BIG BUSINESS …
… BUT THE RBT OFFERING HAS NOT ADAPTED.
WHY CREATE LISTEN?
3 RealNetworks Confidential
CHANGING THE MODEL FROM OLD…
THE REINVENTION OF RINGBACK TONES
4 RealNetworks Confidential
THE REINVENTION OF RINGBACK TONES
… TO NEW.
5 RealNetworks Confidential
I CAN PLAY A LOVE SONG FOR MY GIRLFRIEND
6 RealNetworks Confidential
OR A BIRTHDAY SONG ON HER SPECIAL DAY
7 RealNetworks Confidential
I CAN TELL MY FRIENDS THAT I’M IN A MEETING
8 RealNetworks Confidential
OR LET THEM KNOW THAT I’M AT THE GYM
9 RealNetworks Confidential
INTRODUCING
10 RealNetworks Confidential
LISTEN
11 RealNetworks Confidential
WHO IS THE TARGET FOR LISTEN?
12 RealNetworks Confidential
WHO IS THE TARGET FOR LISTEN?
13 RealNetworks Confidential
RN B2B Platform Carrier core-network
Content Mgmt.
Billing
User Management
Reporting & Settlement
RBT Player
Core Network
RBT Profile
Storefronts
iPhone App
Android App
Mobile WEB
En
d u
sers RNWK
D2C
Marketing
Content (right holders)
TRADITIONAL CARRIER ROLE
WHAT IS THE OPPORTUNITY FOR THE ECOSYSTEM?
MNO NEW
CARRIER ROLE
14 RealNetworks Confidential
THERE ARE MULTIPLE BUSINESS MODELS TO LEVERAGE THIS
HUGE AUDIO INVENTORY:
WHAT IS THE OPPORTUNITY FOR THE ECOSYSTEM?
DEVELOPERS
15 RealNetworks Confidential
IN ADDITION, SMARTPHONES ARE CONTEXT-AWARE. THIS ALLOWS
INFORMATION TO BE TRANSMITTED BACK TO CALLERS:
WHAT IS THE OPPORTUNITY FOR THE ECOSYSTEM?
DEVELOPERS
16 RealNetworks Confidential
WHAT IS THE OPPORTUNITY FOR THE ECOSYSTEM?
DEVELOPERS
RN IS DEVELOPING AN OPEN PLATFORM BASED ON RESTFUL API TO
UNLEASH CREATIVITY FROM DEVELOPERS TO CREATE ENDLESS
USE CASES IN ORDER TO MONETIZE THIS INVENTORY:
MULTIPLE BUSINESS MODELS DIVERSIFIED INFORMATION SET
17 RealNetworks Confidential
WHAT IS THE OPPORTUNITY FOR THE ECOSYSTEM?
LISTEN OPEN ECOSYSTEM API
(LOEA)
18 RealNetworks Confidential
METRICS (JAN-MAR) • CPGA driven down 48%
• 422% Growth
LESSONS LEARNED
• Seasonal performs better
then generic themes (3X
conv. rate)
• iPhone targeting performs
better than Android
targeting
-
200
400
600
800
1,000
1,200
1,400
1,600
1,800
Jan Feb Mar
Subscriber Growth
LISTEN UK CAMPAIGN PERFORMANCE
19 RealNetworks Confidential
HOW DO WE MARKET LISTEN?
UTILIZATION OF KEYWORDS:
FREEMIUM, SEO, VIRALITY, MOBILE CAMPAIGNS ENGAGEMENT
20 RealNetworks Confidential
The user clicks on the banner and lands on the landing page
The user clicks on GET IT NOW and gets subscribed
The user lands on the thank you page
AD CAMPAIGN FLOW
21 RealNetworks Confidential
WHAT NEXT?
22 RealNetworks Confidential
WHY LISTEN WILL BE
SUCCESSFUL