Ponencia en Colombia 3.0

1. Colombia 3.0
Monetization and Content
Juan F Franco & Juan C Roldan

4. Track Record

6. why Latin America?
By 2014 global
ecommerce is
expected to grow more
than 90%.5 In Latin
America that
expectation is twice
as big!!
1,2. Internet World Stats
March 2011
3. Playspan report Feb 2011
4. January 2011, UN
5. Euromonitor International
• Internet population: 183M1 (53% of population)
• Growing Internet penetration (28.8%+ average)2
• Virtual goods market in LatAm to reach $624MM by 20143
• 70% of online transactions are executed through alternative payment methods.
• The annual growth of e-commerce in Latin America is more than 20%.

7. monetization strategy
Assessment Payments &
Implementation Program-follow
& Gap Transactions Decision-
& execution through & fine
analysis analysis Making tuning
• Metric analysis with RJ • Offline campaigns • Weekly follow
up calls
Metrics (revenue, user profiles • Online marketing •Quarterly
approval rate, ARPPU, etc) campaigns (including Business
• Business Intelligence landing page, user targeting Reveiws to go
over goals and
Strategies and complex tools, etc) strategies for
analysis • Monetization strategies for next quarter
• Business Model Assessment achieving proposed goals

8. Monetization Strategy
• Payments: online, offline, mobile (SMS, smartphones)
• More than payment methods, focus on increasing user base and
conversion rate, and minimize your taxes and fees in the region.
experience usability
coverage
Massive physical and
& security Easy to use interface, 3-
step process allowing
digital presence to reach young people to pay
4 million registered
the entire Latin American beyond normal payment
users, optimized system to
online population. methods, and customizable
reduce chargeback & fraud.
look and feel.

9. need for alternative payments
• E-commerce is growing exponentially in Latin America, but credit cards are still not as
prevalent as in the US and Western Europe.
• Less than 20% of credit cards in the region are accepted abroad.
• Cash and offline sales make up almost half of transactions.

10. online services
We have created a checkout that can be
customized according to the developer’s
look and feel, in order to improve user
experience within the game.
Our gateway also
adapts to the user’s
behavior. We can
prioritize price products
or payment methods
according to the user’s
purchasing behavior.

11. Costumers
situation:
Brazil and the rest of Latam was a huge
market for Zynga, representing a good
portion of users, but not transacting
customers.
solution:
Paymentez to reach users at POS and
internet cafes.
result:
Before Paymentez, Zynga had no offline
presence in the region. By the end of the first
year, offline channels made up slightly more
than half of total transactions, and sales
increased 4-fold. Paymentez has helped
strengthen awareness of the brand and
(customer since 2010)
games in the region.

12. meet our costumers
situation:
Although Zumba is a hit across the world, it
had yet to take off in Brazil. After finding a
payment partner in Paymentez, it began to
offer training courses in the region.
solution:
With Paymentez, Zumba arrived with local
payment methods, such as credit cards,
Boleto, debit cards, and the innovation of the
Paymentez PIN.
result:
Zumba has made a name for itself in Brazil
with Paymentez’s help, and within the first 6
months it increased its revenue projections
(customer since 2011)
3x.

13. meet our costumers
situation:
Habbo Hotel is a virtual world that started using
Paymentez to reach Brazilian users through
offline channels.
solution:
• Separation of payment methods into
direct online and offline options
• Branded PINs and prepaid cards to raise
awareness of brand in offline channels
• Poster contest for users to connect
virtual world with Paymentez
results:
• Offline payments raised from accounting for
1% of revenue to 8% in 4 months
• ARPPU increased among users paying
through offline channels
• Poster contest: 500 submissions, 25K votes

14. Mentez
CONTENT AND GAME CRITERIA

15. STICKINESS
AND
ENGAGEMENT
ADAPTABILITY VIRALIZATION
AND AND SOCIAL
FLEXIBILITY INTEGRATION
CONTENT
MARKET CONTENT
OPPORTUNITY BACKGROUND

16. INNOVATION
DEVELOPER
DESIGN
PROFILE
CONTENT
TECH
ARCHITECTURE MONETIZATION
AND SUPPORT

17. • Low engagement
AMUSEMENT • No emotional attachement
• Short Lifecyles
• 8 – 15 min play sessions
DISTRACTION • Ongoing interest and involvement
• Diverts attention – Instant/delayed gratification
• 1 year + lifecycles
AFFINITY • Communication between players
(CONNECTION) • Time and financial Investment