Escolar Documentos
Profissional Documentos
Cultura Documentos
Semester -1 2015/2016
Presented by
Keerthi Reddy Saripalli (A0147197U)
Srinidhi Narayanan (A0123563L)
Turab U Deen Ghouse Mohideen (A0133065N)
Vivek Adit Suresh (A0136343L)
INTRODUCTION
FUNCTIONAL FLOW OF
INMOBI
VALUE PROPOSITION
SCOPE OF ACTIVITIES
OUTLINE
VALUE CAPTURE
STRATEGIC CONTROL
FUTURE ACTIONS
Today
$
Digital Media
Non-Digital Media
1995
2015
2050?
INTRODUCTION
FUNCTIONAL FLOW OF
INMOBI
VALUE PROPOSITION
SCOPE OF ACTIVITIES
VALUE CAPTURE
STRATEGIC CONTROL
FUTURE ACTIONS
a Game Changer in
Mobile Advertising
Aims to
Solve the problems of annoying and irrelevant ads
(advertisers to consumers)-MIIP
Serves for the customers Psychological and Economic Needs
Refine its recommendations over time through reactions and
emotions expressed by the consumers
Connects brands to target customers
Unarticulated
Customer
Needs
Articulated
Unserved
Served
Customer
Needs
Text
Product
ad
Click to
Call
App
Promotion
Map
Expandable
Adjustable
width
landscape ad
Customers Feedback on
Traditional Ads
InMobis Equation
Googles traditional push based advertising had been challenged and overtaken by Inmobi
An animated monkey character (MIIP) observes the surfing movements of consumers over the
phone.
Humanizes the discovery experience by suggesting the products that they might want to buy.
Shows ads in the form of curated stories to connect customers emotionally and psychologically.
HUMANIZED INTERACTIONS
MIIP engages users with a
trusted advisor (Monkey Buddy)
that would make relevant
personalised suggestions
MIIP
USER FEEDBACK
The ability for the system to learn
from feedback about how users
like the offerings
x5.5 Increase in
Conversion of CTR to
Purchase
InMobi-Redefining Advertising
From a Product company to Customer Engagement Platform
Provides ad platform that makes it easy for developers to integrate with.
Unlike googles admob, which integrates with adwords (enables to create
Joins
Hands with
Stripe for
Payments
Acquires
Sprout for
Rich Media
Ads
Strong
Foundation
in China
Expertise
in
Big Data
Analytics
INTRODUCTION
FUNCTIONAL FLOW OF
INMOBI
VALUE PROPOSITION
SCOPE OF ACTIVITIES
VALUE CAPTURE
STRATEGIC CONTROL
FUTURE ACTIONS
Advertisers
Ad
Reques
t
Customize Publishers/
Application
d Ad
Developers
Content
Provide their
SDK
Mobile Network
and Devices
Analytics and
User Data
End
Users
ROLE OF ADVERTISER
Advertisers
Ad
Reques
t
Customize
d Ad
Content
Provide their
SDK
Publishers/
Application
Developers
Mobile Network
and Devices
1. Creates Ad Request
2. Lists the preferred
publisher
3. Bids for the Publisher
End
Users
Provide their
SDK
Mobile Network
and Devices
ROLE OF INMOBI
End
Users
ROLE OF PUBLISHER..
Advertisers
Ad
Reques
t
Customize
d Ad
Content
Provide their
SDK
Publishers/
Application
Developers
Mobile Network
and Devices
End
Users
INTRODUCTION
FUNCTIONAL FLOW OF
INMOBI
VALUE PROPOSITION
SCOPE OF ACTIVITIES
VALUE CAPTURE
STRATEGIC CONTROL
FUTURE ACTIONS
Ad
Reques
Advertisers
t
Revenue
by
publishing
ads
Customize
d Ad
Publishers/
Content
Application
Provide their
SDK
Mobile Network
and Devices
Profits
from
increasing
sales ;
brand
building
Analytics and
User Data
End
Users
Better User
Experience
(eg:Price
Comparison,
Easy
checkouts,
safe
Simply connect
with InMobi and
no worry about the
sale of inventory.
Ease of Integration
Cross-promotion,
which involves the
practice of setting
up apps that
promote each
other to their
audiences, is a
wonderful, free way
to promote your
app.
Improving the
app content and
performance
based on the user
data
Saves time
Minimal Ad
Load time
Easy
checkouts
and safer
transaction
s
Personalize
d Discovery
Rewarded
video ads
INTRODUCTION
FUNCTIONAL FLOW OF
INMOBI
VALUE PROPOSITION
SCOPE OF ACTIVITIES
VALUE CAPTURE
STRATEGIC CONTROL
FUTURE ACTIONS
SCOPE OF ACTIVITIES
INSIGHTS
SEGMENTS
ACTIONS
Virtual good sales
Ads
Rewards
Cross Promote
And more+
INSIGHTS
SEGMENTS
ACTIONS
INSIGHTS
SEGMENTS
ACTIONS
INSIGHTS
SEGMENTS
ACTIONS
INSIGHTS
SEGMENTS
ACTIONS
INSIGHTS
SEGMENTS
ACTIONS
INSIGHTS
SEGMENTS
ACTIONS
INTRODUCTION
FUNCTIONAL FLOW OF
INMOBI
VALUE PROPOSITION
SCOPE OF ACTVITIES
VALUE CAPTURE
STRATEGIC CONTROL
FUTURE ACTIONS
VALUE CAPTURE
The models used to measure the cost of mobile advertising are used as parameters to
determine the effectiveness of the advertising campaign.
These are parameters measure the performance dimensions of the mobile ad networks.
Cost Per Click (CPC)
Cost Per
Acquisition(CPA)
AdMob
InMobi favors advertisers by flat eCPM, thus trying to grab the new advertisers and increase
its advertisers portfolio.(Network Effects)
INTRODUCTION
FUNCTIONAL FLOW OF
INMOBI
VALUE PROPOSITION
SCOPE OF ACTVITIES
VALUE CAPTURE
STRATEGIC CONTROL
FUTURE ACTIONS
Strategic Control
Appropriability
Acquisition
Maintain a strong appropriability about the know how of Inmobis mobile advertising.
Being a regional firm, partnering with other regional leaders shall provide an
advantage to the firm to expand its business.
Partnership
InMobi expands China Network through Strategic Partnership with Gaming Leader
CocoaChina and APUS
Partnership with Talking Data in China - Ad Performance Analytics)
Engineering Partnership with Dell it is seen as an important step for InMobi which
would give them access to Dell Labs, Dell products for software tests
Network Effects
Increase its network effects by partnering with the more publishers which leads to more advertisers and vice-versa
InMobis World Developer Fund: To attract the new app developers and to make them loyal customers.
Promotions
Ad Blockers A Threat?!
180 million ADB
over 225 billion App
downloads not
much of a threat
Google play actively bans all the ad blocker apps from the google play store (Runs
AdMob themselves). Google play is the most famous app store for android, so the
number of android users installs from other sources is very less.
Apps which uses flash may not run properly if adblocker is installed
Even most of the third party stores remove the ad blocker apps when they found
them on the store. Because, if they support such apps then other developers will stop
publishing their app in that store
INTRODUCTION
FUNCTIONAL FLOW OF
INMOBI
VALUE PROPOSITION
SCOPE OF ACTVITIES
VALUE CAPTURE
STRATEGIC CONTROL
FUTURE ACTIONS
Future Actions
In
Technological
upgrades
In
Partnerships
In order to capture value over Google, InMobi should deal with the
language, cultural and social differences that require expert knowledge
of each market. Acquisition of more companies that shall help the
company to penetrate into international markets
In Involving
Advertisers
In Involving
Publishers
Removing the concept of flat eCPM and increasing eCPM with the
increase in number of impressions
THANKS
MATE!