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Beyond Free   ...what is the customer’s perception of “free”? Priya Prakash | Creative Director Consumer Experience, Nokia
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my experience around...  various biz models
tools conversations business models experiences
tools conversations business models experiences pre-paid ad-funded direct sales & lead generation freemium  (VAS) & ad-funded device sales & services
what is  customer’s perception of value?
 
...image?
...value?
...satisfaction?
insight 1:   The value perceived is how you create the story-  “The consume model” in the mind of the user
 
...each handset is perceived having a different value
 
...using lifestyle & customisation to create value
 
 
what is more valuable? access vs ownership
 
what is  free & not free?
 
what is not free...what is finite  time & attention  effort  status
 
insight 2:   To get users to upgrade, identify activities involving time, status and effort. • Demonstrate clear benefits  missing in the free version.  • Design seamless calls to actions to get users to convert.
time
 
The funnel..  Pay as you grow
 
 
insight 3: Distraction based advertising on mobile could work only if the user’s context is clearly supported.
Derived from: Flow interactive Free? £ 0.90 ad-funded  Sky+ monthly subscription
media usage over time media ? ? ? ? ?
 
 
 
insight 4:   Seamless user experiences  create sustained revenues.
 
 
Slide ref: http://www.slideshare.net/froberg/meet-freemium-presentation
The App Store  ...we’ve come to the conclusion that a very poor app earns only a few hundred a month.  The average and above average apps can earn in the neighborhood of $1,000-10,000+ per month.  The more viral, gimmicky, and higher quality apps can earn anywhere from $100,000 - 1,000,000+ over the course of their lifetime. “ http://www.appvee.com/blog/2009/04/the-most-comprehensive-iphone-app-sales-figures/
conclusion...   To monetise the mobile user experience, you need a highly reactive business and service strategy.
how?  think fashion!  you need a platform  that is flexible & timely  to react to  market needs & fulfill demands
thank you :) questions? [email_address]

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