Monetization as a Service. A logical extension of SaaS as presented at GDC Austin and VGS San Francisco by Mark Rose Find out more at http://deveoper.playspan.com

1. Monetization as a ServiceTM (MaaS)

3. In 1890, if you had a factory, it was on a river.

4. In 1900, you didn’t need a river. You just needed a Generator.

5. In 1910, you didn’t need a generator. Power became a Utility.

6. and today - power is as accessible as air

7. In the 1980’s the personal computer took hold

8. The next evolution was client-server, which drove the internet…

9. The current evolution is utility computing, aka “SaaS”, and it’s happening *very fast*

10. and SaaS is just the beginning… Platform as a Service (SalesForce.com) Hardware as a Service (HaaS) Infastructure as a Service (IaaS) Social as a Service (Facebook)

11. And from PlaySpan…

12. Monetization as a ServiceTM (MaaS)

13. but first, why…

14. Let’s start a game company… Play… something We’ll design it with a virtual currency to buy virtual items, and later we’ll want to charge people for it…

15. Good news: You reach 1,000,000 MAU

16. Director of Monetization $100K

17. “Let’s add PayPal…” $10K $110K

18. “Let’s add credit card…” $20K $130K

19. “and offers look cool too…” $10K $140K

20. “Crap, users are complaining…we need more customer service” $100K $240K

21. “F***, we’ve got fraud! Let’s get an analyst and “integrate some fraud stuff”… $150K $390K

22. “Can we add some reports please?” $20K $410K

23. “Wow! 30% of our traffic is in Europe, we need to price in Euros..” $20K $430K

24. “These French guys have lots of questions. Hire some more people.” $70K $500K

25. Congratulations you’ve just started a small payments team! Exactly like many, many other companies

26. Does this create efficient monetization? Does this create a better user experience? Does this create unique value for your company?

27. We think there is a better way…

29. Gain valuable insights

30. Reduce fraud

31. Reduce costs

33. Increase Revenue In app user experience

34. Increase Revenue In app user experience

35. Increase Revenue In app user experience

36. Increase Revenue In app user experience

37. Increase Revenue Lesson 2: Know where your user is

38. Increase Revenue Mexico City

39. Increase Revenue Dubai

40. Increase Revenue Mexico City $20 average payment

41. Increase Revenue Dubai $40 average payment

42. Increase Revenue

43. Increase Revenue £10 (much better) $10 Lesson 3: Price Locally

44. Increase Revenue 1,000 Bananas $10 but in the UK… 1,000 Bananas £6.27

45. Increase Revenue 1,000 Bananas $10 but what if… 1,200 Bananas £10 Lesson 4: Price “smartly”

46. Increase Revenue

47. Increase Revenue Lesson 5: Show local payment methods

48. Increase Revenue Lesson 6: Use local languages

49. Increase Revenue Over 85 Payment Methods

50. Increase Revenue Lesson 7: Analyze Everything….

51. Insightful Analytics Executive Dashboard

52. Insightful Analytics Product Sales, Sources and Sinks

53. Insightful Analytics Geopayments and trends

54. Insightful Analytics Share of market and types of payment

55. Insightful Analytics Conversion and ARPU

56. Google Analytics for Payments

57. Looking forward Is it about ARPU or LTV? How do you segment users, and motivate users to up-segment? What’s better - the Blue Battle Axe or the Yellow Dagger of Xanth? [hint: a/b test]

58. Monetization as a ServiceTM (MaaS) Mark Rose mark.rose@playspan.com http://developer.playspan.com