Free vs. Paid Business Models: The Hidden Role of Engineers as Marketers
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Microsoft Engineering Forum 2011. This presentation includes the central points of my book The Mind Share Market https://www.amazon.com/Mind-Share-Market-Economics-Abundance-ebook/dp/B004V549XY/, covering two-sided platforms, multi-sided markets, freemium and tying business models.
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Free vs. Paid Business Models: The Hidden Role of Engineers as Marketers
- 2. Nicolas Pujol Investor, advisor, author of The Mind Share Market
- 3. Google: $160B Skype: $8.5B Apple: $320B Facebook: $55B? $0
- 7. 井
- 9. 1 Reference: Federal Trade Commission Guide 251.1 on the use of the word “free” in commerce
- 10. Source: http://web.mit.edu/ariely/www/MIT/Papers/zero.pdf, expanded in The Mind Share Market
- 11. Classic marketing: Productive marketing: Ad is a message The product is the ad P=0 P=0 P>0 Commercial transaction
- 12. The opacity problem of market shares
- 13. By nature, new demand (P2=0; Q2=maximum value) is not visible before: a) product release and b) awareness
- 14. Product 1: 90% market share Priced at P1>0 Product 2: 10% market share Priced at P2>0 P1 P2
- 15. Commercial markets Mind share markets Product 3 appears, priced at P3=0 P1 P2 P3 New commercial market
- 16. Downloadable software SaaS Higher education (digitization of bricks and mortar) Telephony Physical product trials Healthcare? Insurance? Productive marketing: Producing value to customers before a commercial transaction occurs The product is the ad, and affordable to everyone
- 17. 1. Two-sided platform: Different categories of users Ad-funded models, video games, shopping malls, credit cards 2. Freemium: Same category of users Sub-categories to upsell (Semi-applicable: Tying)—“It’s free if you pay” More info: Scholarly papers on www.SSRN.com (technical) or The Mind Share Market (illustrated)
- 19. Conventional marketing Productive marketing
- 21. The subtractive future and what you can do
- 22. Price gaps will be filled Address pent-up demand, upfront If customers want freedom… Strains don’t belong (nuances)
- 23. Maximizes market share and profit, even in the absence of competition (Parker, Van Alstyne) Will solve other problems