Wade Smith, Director, Products Development and Management

Application Monetization
Who, What, When, Where?
Monetization History
From Fragmentation to
Consolidation
Traditional App Share
• Qualcomm Brew
– Games
– Ringtones
– Graphics
• Premium SMS
– Ringtones
– Graphics
– Text to Vote, Sweepstakes
– Text to Donate
Monetization Today
What’s in it for you?
New App Markets
• RIM Blackberry
– App Center
– VPL agreement required for customization, selection
– Rev Share: Deal by deal contract basis
– App World
– Paypal
– Credit cards, Debit cards
– Rev Share
– 80% developer
– 20% carrier
New App Markets
• Google Android
– Android Market with Google Checkout
– Credit cards, Debit cards
– Rev Share
– 70% developer
– 30% carrier
– Android Market Carrier Tab
– Feature select apps
New App Markets
• Microsoft Windows Phone 7
– Windows Marketplace for Mobile
– Credit Card Billing by Microsoft
– Rev share
– 70% developer
– 30% carrier
New App Markets
Qualcomm Brew Plaza
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Prior versions of the Brew client
The new Brew MP OS
Java™
Flash®
Android®
Coming soon: Blackberry, Windows Mobile, Symbian,
Palm
Preloads
• Your own App Store
– Redundancy with resident markets (OS or OEM)
– Carrier value add:
• Direct Billing
• Access to network APIs
– Carrier challenges:
• Content Aggregation
• Content Management
Alternative Monetization Strategies
• Take it local
– Sports
– Seasonal Concerts and Festivals
• Non traditional Brand Introduction
– Online documentary: Y’all vs. Us
– University: App Dev Sponsorship
– Customer Care
– Cost Savings: Text CS
Online Discover Center
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Help!
Y’all vs Us Mobile
• Rival Rally – CS Original Noisemaker app
• Y’all vs Us – Mobile site and alerts
• School mobile sites
Content Integration
Used “Y’all vs Us”
Content to draw
consumers to the site
and promote Hero.
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Two Types of Users
Artist
Fans
It will give fans the ability to discover and share original music,
and be a way that original musicians can upload their new
music, and let their fans know where they are playing live.
The Future
Who will emerge victorious?
• Judging the Winners:
– Developers
• lean toward accommodating marketplaces
• larger stores will enjoy economies of scale
– Consumers
• enjoy greater selection
• The Competition:
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OS Market
OEM Market
Carrier Market
Others?
• herd mentality
Wholesale App Community
• Formed February 15, 2010
• 24 founding companies
• Mission: to create a community based on openness
and transparency to the benefit of all
• Represents population of 3 billion customers
• Developers will thrive and customers will reap the
benefits of greater choice
• http://www.wholesaleappcommunity.com/
Questions