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Solving the app monetization dilemma
In-app purchases vs. advertising:how to decide?
Israel Mobile Summit 2015 – Gianluca D’Agostino
onebip.com
Agenda
Who is Onebip
The Monetization Dilemma
A revolutionary solution
Inside 1DK
And one more thing...
Wrap up
onebip.com
onebip.com
Onebip is a spin-off of Neomobile
Neomobile is a mobile commerce group
Global Presence + Track Record
End User Spend
annually
≈ €250m
PaymentsProcessed
to date
over €1bn
onebip.com
About Onebip
First Global Mobile Payment service - 2005
Oneclick technology - frictionless UX
Mobile only
Carrier Billing Experts
Innovation driven
onebip.com
Carrier Billing is a complex ecosystem: we take care
«We take care of all the carrier billing complexities»Carrier management & service approvals | Payment process localization | Global transaction processing and reporting |Compliance with operator rules & tech requirements | Knowledge of local regulations and taxes | Price point availability
Payment flows | Billing technology | Simplifying integration process | Conversion optimization | Customer care service
250 Mobile Operators 5 billion Mobile Users500+ Merchants
onebip.com
Onebip billing technologies
Direct Carrier Billing ISP Billing Premium SMS Billing
onebip.com
Onebip Mobile Uxs and Flows
Onebip One-click Mobile browser and In-app payment flow
User makes a purchase with just one click
User/Merchant Notified of successful transaction
Fast Authentication and Transaction process
Onebip automatically recognizes the user’s mobile number
(MSISDN) in seconds
onebip.com
Onebip Technology stack
Analytics
Cloud Monitoring
Cloud Communication
Hardware Layer
Language Layer 1.9
Middleware Layer 2.22.2
Provisioning 4.0
OS Layer12.04
onebip.com
The Monetization Dilemma
onebip.com
The AppStores model is no more the only one
THE APPSTORES ARE STUFFED
GOOGLE PLAY HAS THE DOWNLOADSBUT NOT THE MONEY
onebip.com
Google Play scenario limits
onebip.com
POOR DISCOVERYThe overcrowded app stores and increased dependency on large advertising budgets mean that the majority of developers find it hard to compete within the two main stores.
1
DIFFICULT TO REACH OUTSIDE GOOGLE PLAY Mobile operators, device manufacturers and new app stores all have large volumes of mobile users. Game developers are struggling to access these channels due to technical and commercial fragmentation.
2
POOR CONVERSION IN GROWTH MARKETSGoogle Play struggles to convert and monetise consumers in emerging markets as credit card penetration is poor and Google Play’s terms marries poorly with local payment solutions.
3
LARGE ADVERTISING BUDGETDiscovery in Google Play is problematic and vast advertising budgets are needed to launch and maintain earnings from games.
4
STATIC CHARTSDespite hundred of new games added each day, games like Candy Crush Saga, Clash of Clans, Game of War and Subway Surfers have dominated Google Play’s charts for the last 24 months.
5
onebip.com
Alternative Android AppStores are emerging
App Stores
OS
OEMs
22%29%
78%71%
Q4 | 2013 Q4 | 2014
242 291
AOSPversions
100%
Android WW smartphone shipments1
Millions. Q4 2014
1Android Open Source Project
onebip.com
Android new scenario
onebip.com
DEVELOPER SQUEEZEThe overcrowded app stores and increased dependency on large advertising budgets mean that the majority of developers find it hard to compete within the two main stores.
1
NEW PLAYERS ENTERINGThe size and growth of the mobile games market attract new players. Companies that control large mobile user bases are all looking at how they can monetize through mobile games.
2
THE CHINA FACTOR+70% of the Android smartphone growth is driven by emerging markets. Chinese manufacturers with low cost Android devices are dominating these markets. These manufacturers are seeking to monetise outside Google.
3
APP INSTALL ADVERTISINGQuick and forceful shift from organic app store growth to advertising driven growth. In less than 2 years, App Installs drives 75% of Google Plays revenues and dominates Facebook’s revenues.
4
POLITICAL DRIVERS VS GOOGLE Political forces in EU, US, Russia and China are threatening Google dominance within Android.
5
DIRECT CARRIER BILLING RISING UPThe best Merchants and App Developers designing their Android App to best monetise via In-App DCB Payment are getting 5x Revenue than Google Play only
6
onebip.com
Android: now there is also an open route to market
Closed Market
Advertising Existing Distribution
Facebook Google Playtraffic
traffic traffic
Mobile Users
Open Market
New Distribution Channels
Mobile Users
Indie Stores
traffic
CarriersOEM
traffictraffic
onebip.com
What is an App Developer to do?
Wrappers
SDKs
Integration needed
Taylor made
Not scalable
Flexion
Appfeel
GlobalCharge
Wrappers are mainly for In-App payment
SDKs are mainly for In-App
Advertising only
StartApp
Admob
Airpush
Ajillion
Scalable
Easy Integration
Developer is in control
onebip.comonebip.com
In-App Payment or In-App Advertising?
The Monetization Dilemma:
which solution and how to?
Which and howmany SDKs to choose?
How to Maximize?
1
2
3
SDK 2
How to Optimize? 4
onebip.com
Our Vision, Concept and Solution
onebip.com
We have developed all the pieces (In-App
android sdk, discovery app, in-app integration with RBT), we have to connect and integrate
them
UNFAIRADVANTAGE
Our Unique know-how, tech, DBacross Payment and
Advertising
Business Relationships in place with all key
actors in the ecosystem
1DK – all started this way...
find the optimalbalance between in-app and in-adv
is hard
find the optimaleCPM and the
optimal CR is hard
app discovery is expensive and not
integrated with app monetization
monitor the multiple solutions
for in-app and in-adv is hard
APPMONETIZATION
integrate many in-app
payment is complex
INCREASEAPP VISIBILITY
app discovery is key for 95% of apps
integrate many in-adv solutions with a variety of
adnetworksis complex user
profiling engine
cross platforms:iOS, android,
m-web
1DK1
DASHBOARD
user value optimization
engine
apps having integrated
1DK
volumes of payments processed
eCPMimprovement
volumes of Ads
processed
CRimprovement
PROBLEM SOLUTION
KEY METRICS
UNIQUE VALUEPROPOSITION
1 stop shop solution
for an app developer to
monetize=
Track, increase,
and optimize the
uservalue&
to enhance visibility on both in-app
& in-adv sideAcross all platforms
[one integration
fits all]
ProductOwners
andMerchants
CUSTOMERSEGMENTS
Appdevelopers
Indie appStore
owners
1
2
CHANNELS
AppStores
App accelerator
SDKs distributors
onebip.com
1DK – in a nutshell
For App developers and Publishers looking to make their android app stand out in Android app markets
and drive a successful monetization strategy
1DK will revolutionize the way android apps can monetize in the
mobile app economy, blending Payment and Advertising in one
easy tool.
Because we believe you only need one kit to monetize them all.
This is happening today.
onebip.com
1DK – product concept
«one kit to monetize them all»
The vision«Give the App Developers a single solution for monetization [and potentially for discovery too]»
The problem we solve«Monetize via in-app payment and in-app advertising in a combined, optimized and synchronized way»
The unique propositionand value added:
«Neomobile ecosystem and know-how in mobile monetization via both payment
and advertising is a unique asset to play»
The shortcuts«Start propagating the 1DK
throughout Onebip marchants.Find a Indie AppStore partner to
promote the sdk to its app publishers
onebip.com
1DK – one stop shop
1DK is a one-stop shop solution that unifies and optimizes monetization through in-app advertising and in-app payment in a combined, optimized and synchronized way, for android app developers and publishers in a single integration.
In-app payment is focused on the best direct carrier billing flow, the Onebip 1-click flow. In-app advertising is generated through the integration with the best adnetworks and adexchanges in a programmatic RTB fashion.
ONE SOLUTIONOptimum balance between in-app advertising and in-app payment to maximize the revenue from each user of your app and help your app reach its target audience
ONE DASHBOARDUnified dashboard to track all downloads, advertising, payment and monetization data
ONE INTEGRATIONUnified monetization tool with a single SDK
integration, coupling In-App Payment via carrier billing and In-App Advertising with
multiple ad formats
ONE INTELLIGENCEA seamless in-app payment and
real-time algorithm through various metrics to fine tune and improve
every campaign for advertising to achieve better ROI
onebip.com
1DK – Value proposition on Payment
Direct carrier billing1DK uses carrier billing which is the only working in-app payment method on a global scale reaching up to 7B mobile phone users
1-click payment experience1DK has the Onebip 1-click flow which is the easiest, most secure and fastest way to make in-app payments
1DK will revolutionize the way android apps
can monetize in the mobile app
economy, blending payment and
advertising in one easy tool to make
them grow revenue.
Seamless user authentication• Retrieve number form the network• Provided to the 1DK by the application• Telephone number stored from previous
purchase made on the phone• Automatic MO sent to 1DK back end to match
phone number and transaction
onebip.com
1DK – Value proposition on Advertising
Working with the best1DK connects the best ad-networks and ad-exchanges to the apps with relevant and engaging experiences to make app developers create ongoing revenue streams from their app audience in a programmatic RTB fashion
Effective ads1DK delivers ads that are effective for advertisers and presents rich, engaging and immersive advertising experience to app user.
Seamless user experience1DK delivers ads that are effective for advertisers and presents rich, engaging and immersive advertising experience to app user.
1DK will revolutionize the way android apps
can monetize in the mobile app
economy, blending payment and
advertising in one easy tool to make
them grow revenue.
onebip.com
The dashboard
onebip.com
1DK - value added for each player in the ecosystem
AppsA single monetization and discovery solution, unifying discovery, payment and advertising on android apps.
Indie StoresA magnet to attract more Apps in the store, fixing monetization and discovery to them. Stores are fantastic reseller for 1DK.
CarriersA tool to enter the App monetization and discovery market, allowing a new frame of partnership with a company they have made €1bn revenue with.
AdNetworks1DK once distributed in 000 apps creates a new set of publishers to be integrated into adnetworks and more targeted traffic.
onebip.com
1DK – features wrap up [1]
One dashboardOne dashboard for all download, advertising, payment and all monetization data. Developers struggle with a number of diverse Dashboard to follow and cannot identify KPIs easily in order to make A/B test
One integrationOne-stop shop solution that unifies app discovery and app monetization through in-app advertising and payment in a combined, optimized and synchronized way for android app developers and publishers in a single integration.
TechnologyUnified monetization technology with a single SDK integration, coupling in-app payment via carrier billing and in-app advertising with multiple ad formats - CREATED BY DEVELOPERS FOR DEVELOPERS
onebip.com
1DK – features wrap up [2]
AnalyticsAll monetization metrics to monitor revenues and to define the best strategy with powerful visualization. Data are analysed and forecasts on ROI allow to optimize monetisation
IntelligenceSeamless in-app payment and real-time algorithm through various metrics to fine tune and improve every campaign for advertising to achieve better ROI.Based on User Profile, on the vertical of the App and on the User Beahaviour
Our Team10 years experience in mobile monetisation!Unique Hacker Team and CultureFirst to bring Payment as a Self provisioning service in the Carrier Billing
onebip.com
1DK – the roadmap
June 9 June 22
KICK-OFF PHASE ALPHA PROGRAM PRODUCTION
Marketing campaign to recruit 50 apps
(or developers)
Alpha test phase start with 50 apps (or developers)
with rewarding program
Public Announce
ment
June 9 June 22
+2 months
ProductRelease
Alpha prototype
release
onebip.com
1DK – the Alpha Programme
«And now we need your assistance:we want to perfect 1DK with the Developer Community!»
MARKETING BUDGET
In CPI campaigns
FREEFOR 1 YEAR
0 Onebip commission fees
1dk.onebip.com to join
STARTS ON THE 22nd OF JUNE
onebip.com
1DK – the Alpha Programme
1dk.onebip.com
onebip.com
And there is more coming up in Onebip.....
«We are boosting Onebip to be the most innovative
fintech company in the Digital goods space»
A number of new products are to be launched over next months, stay tuned!
onebip.com
The frame of Payment Solutions in Digital Goods
Web
Mobile
App
Billing / Payment methods UEX Solutions
onebip.com
Onebip portfolio with 1DK
PSMS
DCB
IPB
Web
Mobile
App
OnebipWeb and Mobile
PaymentSolutions
Billing / Payment methods UEX Solutions
onebip.com
Loyalty Program for Mobile Payments
Kooma Looma and Onebip
For Carriers and DistributorsPotential for customized offers and rewards
For Merchants and App DevelopersStand up among other AppsIncrease Usage and Stickyness
For end usersCollect points when you buy online paying via OnebipGet great rewards
Kooma Looma is a platform-as-a-service loyalty program – Onebip is the first Payment integrated
onebip.com
Onebip portfolio with 1DK and Kooma Looma
PSMS
DCB
IPB
Web
Mobile
App
OnebipWeb and Mobile
PaymentSolutions
LoyaltyProgram
Billing / Payment methods UEX Solutions
Your Purchase:
100 Diamonds for 4.99 €
Your M-Site
Your Website
onebip.com
Onebip will complete soon the whole Payments range
PSMS
DCB
IPB
Web
Mobile
App
OnebipWeb and Mobile
PaymentSolutions
Billing / Payment methods UEX Solutions
MoreDigital
PaymentsTo be
integrated
LoyaltyProgram
onebip.comonebip.com
WRAP UP
2
3
«from the mobile payment experts»
The Monetization Dilemma has now got a solution
1DK = SDK + DashboardDCB and RTB made simple for Android
Innovation in Payment and AdvertisingAvailable for all UXs and flows
1
onebip.com
1dk.onebip.com