Rory Mudie RedboxMobile Music 4.5 The Music In-app Economy

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Innovating within a new eco-system What are the latest trends and developments? The IAP (in-app purchase) that’s prevalent in games and other apps, based on an understanding of the freemium model, is working so well in games – why isn’t it the norm in the music business too? What is the ‘formula for success’?

Business

The formula for success

2

© Redbox Mobile 2014 - Company Confidential

Thank you

The End

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© Redbox Mobile 2014 - Company Confidential

If you build it, they will come!

WRONG
App Stores are not “The Field of Dreams”, unlike in Kevin Costner’s
epiphany if you build an app they DO NOT come.
You have to work really hard to get app downloads.
In reality, very little has changed in the way apps are made, apps are task
oriented tools designed to fix problems.
The app ecosystem itself has changed significantly.

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© Redbox Mobile 2014 - Company Confidential

The three key ingredients

Emotive

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Engaging

Addictive

© Redbox Mobile 2014 - Company Confidential

The current trends

If it’s successful
remove it, you will
make a fortune
“Flappy Birds”

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If it kills people, it
spreads faster than a
virus
“Neknominate’

Customers are
more savvy,
Marketeers love buzz
“Disruptive”

You check your
phone over 150
times a day
“Personal”

© Redbox Mobile 2014 - Company Confidential

Some golden rules

Keep them in the
same ecosystem
“Familiarity”

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Give them what
they want at a price
that makes you
money and brings
them back

There must be a
Value Exchange,
and it does not
need to be money

Keep it subtle
“A new form of
subscription”

© Redbox Mobile 2014 - Company Confidential

The payments landscape

“One Click”
iOS, Google,
Amazon, BB
Non Money,
IAP, Downloads
Advertising

Credit cards, debit
cards, Mastercard,
Visa

Landline Billing,
Network Wallets,
Games wallets

Mobile Billing, MO,
MT SMS, mPay
Wap, PRS Billing

Pay safe
Cards, NFC,
Beacons

Paypal, MPesa, Bitcoin

Ukash, Beenz

8

© Redbox Mobile 2014 - Company Confidential

The must dos

Keep it relevant,
and trusted
“Security”

9

Be clever with your
customer, cherish
and value them
“Loyalty”

Pay as you go,
create a value chain
“Low price point”

Relationships matter
more than technology
“Communications”

© Redbox Mobile 2014 - Company Confidential

Thank you

The power of mobile & location will
transform the way you communicate to
your customers

Thank you for your time

Rory Mudie
079 2000 1000

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