The document discusses different business models for monetizing "that" apps on mobile platforms. It outlines five main models: free, freemium, paid, data extensions, and sales. It then focuses on the freemium and data extension models, providing examples of how brands can monetize free apps through advertising, sponsorships, licensing, and acquisitions. Lastly, it covers principles for designing effective mobile experiences and engaging analytics.

1. Monetizing “That” Apps Mobile Asia Congress 2011

3. What are “that” apps?

4. 2 Freemium 1 Free 5 Sales 4 Data extensions 3 Paid TRADEOFFS Length of Usage Intensity of Usage Volumes $ 5 Main Models

10. Segmentation of App Types by Usage Intensity of Use Length of Use High High Low Low Facebook Moto Racer iFart Compass Local Gas Prices Traffic Reporter IMDB The Weather Channel Tune In Radio CNNGo Sudoku FruitNinja Love Test My Notes Talking Tom

11. Focus on “That” Apps > 30% of Smartphone users have used “That” apps

12. 2 Freemium 1 Free 5 Sales 4 Data extensions 3 Paid Focus on “That” Apps: 1+4

13. Mobile Marketing Grows

17. Monetize “ That ” Apps through brands ’ growing mobile marketing budgets

18. 4 categories of monetization for free apps Ads Multi-platform ads Exclusive ads Sponsors Sections Monthly promos License Whitelabel Powered apps Buy out Hot IP Potential synergy Base monetization Starting point “ basic earnings” Get some cash Requires negotiation “ making a living” Substantial money to be made if negotiated “ minting it” Most likely a tech company buyer “ now you are set” Substantial monetization

23. Ads Sponsors License Buy out

25. The biggest ad networks Money Flow

26. Current Structure of Ad Industry Lets focus on this Brands and advertisers Ad agencies Ad networks Ad enablers Developers / Publishers Consumers

27. What do Brands / Marketers / Advertisers care about?

28. Demographic & Local Targeted Reach User base threshold (active users) Syncs with brand values

29. The Opportunity Beckons….

30. Build a case for the Marketers. Show them that we understand.

31. The Winning Formula for Monetization Analytics Engagement Experience & Design

32. Analytics Analytical Tools

34. Mobile Internet Mobile User Experience Design

35. Process of Design

38. Principles

45. Research Methods

50. The Winning Formula for Monetization Analytics Engagement Experience & Design

52. Panel Introductions Aneesh Varma Director of Innovation & Co-Founder, FabriQate Marcus Sigurdsson Lead Digital Catalyst, McCann Worldwide Nemo Sun Director of Marketing, 3G.cn Donald Anderson Director of Marketing, CNN - Turner

53. Live Jeopardy (with no real money) HKD 100 HKD 500 Audience ? HKD 100 HKD 500 Audience ? HKD 100 HKD 500 Audience ? HKD 100 HKD 500 HKD 1000 Platforms Technologies Localization Advertising Let ’s Make History

54. Platforms What does the Native vs HTML5 debate mean to you ?

55. Platforms What does location based services / targeting mean for you?

56. Technologies What kind of “that” apps do you believe would appeal in your context?

57. Technologies Would you consider a license / buy out deal of a technology if all your potential customer's were using it?

58. Localization How do you look and segment end-users from China and Hong Kong?

59. Localization What does design & user experience mean for you?

60. Advertising What do you think about growing need for Analytics vs. Privacy ?

61. Advertising Is advertising more about numbers than creativity?

62. Advertising If you are a brand advertising in a free app – isn ’t this a paradox? Your goal is to get conversions / revenue / sales. Users using free apps are usually the “ cheaper ” ones and probably not likely to purchase your products. Is this true? Thoughts?

63. Audience ?

64. Let ’s Make History (open for Panel & Session Attendees) There is no name for “ That ” apps today. ‘ Utility-with-Data feed ’ … just doesn ’ t cut it. Lets define a name today that will be cited by our industry & generations to come…

66. It ’ s a Magic app

67. We are happy to talk more: friends @ FabriQate.com