1. Global Mobile Payments Arun Pattabhiraman SmartPay™
Simple. Smart. Global. Mobile Payments.
Arun Pattabhiraman

2. Mobile Dedicated With Four Years of Global Focus
We’re a Mobile Technology Company
Mobile Dedicated
With Four Years of Global Focus
Mobile Dedicated
250+ Employees
13 Offices, 12 Countries, 5 Continents
47.3 Billion Ad Impressions
314 Million Monthly Unique Users
12,000+ Partners

3. Market for Digital Goods on Mobile
In-App Purchases this year : $7.3 Billion, $14.1 Billion by 2012
In-App Purchases will be $36 Billion by 2015
Source:

4. Lets Look at some ‘global’ phenomenon
Regional Interest : Search Index for specific terms in Aug 2011

5. In-App Purchases is the Preferred Business Model for iOS Developers
Industry Stats:
In-App Purchases is the Preferred Business Model for iOS Developers
More Revenue generated from Freemium Games than Paid downloads
35% of the 300 most popular free games in June use some sort of virtual currencies to monetize in the Apple app store for the iPhone.

6. Users Prefer the Try & Buy Model
Industry Stats:
Users Prefer the Try & Buy Model
People prefer trying an app and then paying for it rather than paying upfront.
The average selling price of games declined by 28% over the last year.
The Revenue generated by successful freemium games increased tenfold during this period in the Apple App Store for iPhone.

7. In-App Purchases - Transaction Size
Industry Stats:
In-App Purchases - Transaction Size
71% of all transactions are for amounts under $10
16% are for spends between $10 to $20
13% are for amounts greater than $20. 
[over a sample of 3.5M users]
The average amount spent per transaction is $14.  7

8. App Developer Global Monetization has its challenges
Tax / Currency
Payment Methods
Local Compliance
Risk/Fraud
Settlements
Global Opportunity

9. Monetization is Complex!
OS Platforms
Manufacturers
Billing Options
Countries
Distribution
OEM
Different platforms
Different distribution vehicles
Different countries – currency, tax, compliance, regulations and more
Korea – Game Regulatory Board approval, WASPA membership etc.

10. Monetize (Advertising)
Lifecycle of an App
Build
App Stores
Advertising
Sell Apps on Marketplace
In-App Payments
App Analytics
Developer Platforms
Ad Networks
Engagement
Products
Pricing
Analyze Optimize
Acquire Users
Monetize (Advertising)
Retain Users
Complex choices at every stage
What is your core ? – Idea & Execution or everything ?
Where is the monetization opportunity ?
Monetize (Payments)

11. SmartPay Aims to Simplify Monetization
Geographies
Monetization Models
App Developers
&
Store Fronts
Platforms
Payments

12. Virtual Currency Platform
We Provide Building Blocks for Monetization
Smart Payments Pipe
Monetization Models
Virtual Currency Platform
Social
Dynamic flows – SMS / Direct Charging / Customer care numbers / local language support etc ?
Carrier billign advantages – higher conversions , payouts getting better day by day
Virtual currency platform ?
Social – SoLoMo?
Analytics – are you doing the right thing ?
Analytics

13. SmartPay™ Key to success is multiple modes of payment Carriers
IN-APP PURCHASE
Sell virtual goods
within the
application
TRY & BUY
Offer upgrades to full versions of apps or remove usage limits
SUBSRCIPTIONS
ONE-TIME
Payments solution for app purchasing
VIRTUAL CURRENCY Complete VCM solution (Standalone or Integrated)
Single Point of Integration with API/SDK
SmartPay™
Defaults to Frictionless Carrier Billing
Carriers

14. Global Coverage – Access to Top Mobile Markets
Brazil
Russia
Japan
Australia
Spain
Sweden
Nigeria
US 250M UK
70M
Germany
80M
France
S.Korea
50Mn
China
800M
India
500M
Indonesia
200M
Malaysia
35M
South Africa
55M
Potential reach of ~2 billion mobile users today.
Global nature
Top android countries
Countries that really matter ?
Mobile first countries ?
Expanding to 30 countries by 2011 End
Source : wciplus, country mobile subscribers, july 2011

15. Thank You
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