App pricing tactics shared by Prashant from The Signals at the first #PNMeetup - Organised by ProductNation

1. App Pricing Tactics
Free, Free mium , Paid, Subscriptions.

2. Who Am I ?

3. How To Price Your App ?
Decision Flow Chart

5. How To Price Your App
Free Or Paid ?

6. Question is not whether to go free or paid .
Question is when is your user ready for
monetization.

7. Short Life Span Long Life Span
(1 –2 week) (1 Year or more)
Instant
Realization
Of Value,
High Engagement
Realization
Of Value happen
Over a period of
Time .
Moderate
Engagement

8. Short Life Span Long Life Span
(1 –2 week) (1 Year or more)
Instant
Realization
Of Value, Social Network
High Engagement Games News
Stock
IM
Realization
Of Value happen VAS Evernote , Dropbox ,
Over a period of
Time .
Moderate
Engagement

9. Short Life Span Long Life Span
(1 –2 week) (1 Year or more)
Instant Social Network/
Realization Games IM
Of Value, Portfolio Strategy
High Engagement Transactional Pricing
Paid , In App Purchase .
Realization
Of Value happen
Stock Apps / News Apps
Over a period of
Time . VAS / Evernote / Dropbox .
Moderate
Engagement

10. Short Life Span Long Life Span
(1 –2 week) (1 Year or more)
Instant Social Network/
Realization Games IM
Of Value, Portfolio Strategy Platform Strategy
High and Transactional Pricing Free
Volatile Engagement Paid , In App Purchase . Advertisement
Realization
Of Value happen
Stock Apps / News Apps
Over a period of
Time . VAS / Evernote / Dropbox .
Moderate
But Steady
Engagement

11. Short Life Span Long Life Span
(1 –2 week) (1 Year or more)
Instant Social Network/
Realization Games IM
Of Value, Portfolio Strategy Platform Strategy
High but Transactional Pricing Free
Volatile Paid , In App Purchase . Advertisement
Engagement
Stock Ticker / News Apps
Realization
Of Value happen VAS / Evernote / Dropbox . Enterprise
Mobility
Over a period of
Time . Brand Apps Utility Strategy. Device Embedding
Amortized Pricing
Moderate
Development Fee Subscription and Freemium,
But Steady
Engagement

12. Some Thoughts Choosing a Price Point
Know the variables : Base line , Maxima , Median
iOS: Baseline = 99 Cents , Median :1.47, Maxima : ,
Android: Baseline = , Median :3.74 , Maxima :
Launch Above The Median . Ride The Growth Curve At Median
Pricing and Sustain the Product at baseline .
Upgrade Conversion are Geographically neutral so keep upgrade price
Uniform and possibly at baseline.

13. Pricing As A discovery Tactic

15. Some thoughts on Advertisement
• Avoid
• Always have your server in loop.
• Below 1 Million DAU ? Global user
base ? Outsource to Networks.
• After 1 million DAU : focus on geographic Growth
• Negotiate

16. Thanks
Any Questions ?

17. Register for Beta
http://thesignals.net