2011*8

Report
How Platforms Make Money?
[email protected]
Four Theoretical Models
Ecosphere - Octopus model
Business Needs - Pyramid model
Marketing Path - Grid model
Harmony of Users and Customers – Volleyball model
2
The Main Business Pattern of Internet Platform - Connect
Virtual service - connect user with user
Y2005 vs. Y2013: 0.18 vs. 9.9 (Billion $)
Advertiser - connect user with information
Y2005 vs. Y2013: 0.04 vs. 5.3 (Billion $)
E-commerce - connect user with product
Y2005 vs. Y2013: 0.09 vs. 7.9 (Billion $)
3
The Characters of Platform
Question:
what is a platform?How to distinguish between platform, product and tool?
Octopus, Ecosphere, not Ecological chain
User(who use your product), Customer(who pay you)、partner(who help each other)
the Matthew effect
Ride bicycle
The drinker's heart is not in the cup
Real-time, continuity
… ...
4
The Search Ecosphere - traditional circle
The upstream
channel
website
Downstream content
advertiser
Search
engine
5
The Search Ecosphere - new version with Octopus feature
The upstream
channel
website
Downstream content
New
scenes
using
search
Middle
page
advertiser
Search
engine
Recommend
search
6
The General Business Model - Pyramid
Consumption ability
Demand Generation
Media length
ADS
AGENCY
DEAL
numbers
Customer Needs
Demand fulfillment
Business Model
Media Resource
7
The General Business Model - Pyramid
Consumption ability
Demand Generation
Soft
ads
ADS
Hard
ads
Platform
agency
AGENCY
Merchant
deal
DEAL
manufac
turer
deal
Information
agency
numbers
Customer Needs
Media length
Demand fulfillment
Business Model
Media Resource
8
The Business Ecological Environment of Internet in China
产业链
TV shopping
Social ads
brand implantation
Display
ads
Taobao affiliate
Google Adsense
Amazon affiliate
Affiliate
ads
Baidu Phoenix Nest
Google Adwords
Taobao zhitongche
Search
ads
effect
Recommended
ads
Amazon
Baifendian
Customer Needs
DoubleClick For Advertiser
DSP
Navigation &
Display
Brand zone
Brand landmark
客户需求
Tier 1:first pass
Implantable
ads
branding
branding+
effect
Banner
Video ads
Newspaper ads
TV ads
Ad exchange
Data exchange
Exchange
Navigation
ads
HAO123
HAO360
meilishuo
DMP
Vancl
Taobao big seller
Valueadded
service
Deal
platform
Wangwang
Baidu shangqiao
Lixianbao
Tongji
商业产品
Business Model
Tmall
ebay
Taobao mofang
Baidu Sinan
B2X
manufacturer
B2X
platform
TV/news paper/radio
video/portal
SNS/UGC//websites
Tier 2:second
pass
Web navigation
search/vertical
search
Tier 3:
smash
deal
JD
Amazon
媒体资源
Media Resource
9
Four Dimensions affect revenue scale - case of ads
User Experience vs. Customer Needs
100
80
60
40
20
Continuous vs. Discrete
search ads
video ads
superbowl ads
social ads
0
Monopoly vs. Competition
CPM vs. PV
Marketing Path – based on two marketing practice
The tipping point of
Marketing
•TV/Radio(short/expensive)
•Video website
•Newspaper/magazine
•Outdoors/bus/metro
…
search
we-media
bbs
social
network
Marketing Path
Branding is rigid demand
Extending and linkage are potential demand
Evaluation of
marketing effect
•official website
•online shops
•offline stores
•supermarket
Audience
action
3R
Marketing
stage
Reach
PV
Resonate
UV
Engage
Click
share, like, poke, vote
4C
Brand
awareness
Catch
Brand
Favorite
Connect
Purchase
Close
Brand loyalty
Continue
3R4C Grid model
React
Lead
Sale
register, inquiry ,call
pay
The panorama of Media Platform - user-centered
CPT
sale of product/service
owned-content
free
charge
CPA/CPS
fulfillment of user’s
business decision
The third party-content
free
charge
Ads & import PV
Media Platform
User
(netizen)
CPT/CPM/CPC
attracting of user’s
attention
Customer
(enterprise)
The future of business product around marketing
Ads
Make user impressed
Business product
Make user pay
Deal
Import
PV
Make interested
user learn more
The volleyball theory - integration of business and user product
user
customer
smash
content(meet demand)
CPA
Second
pass
Indexing(relate demand)
CPC
recommendation
CPM
First pass
(inspire demand)
A integrated solution for user and customer
Design Logic - case of search platform
query type
product style
purchase
information
identification / aut
hentication of
official website
official website
micro-purchase
Link/function
preposition
sub-link/brand
zone/nonstop for
official activity
user zhixin
buniness
zhixin/aladin
e-business
uniform/overall/n
platform/middle
on-repeat
page/spider
logo/industry
chain/overall
spider/partner
website/ads store
abundant/safe/
timely
spider/partner
website/ads store
quick purchase
goods store
nonstop/deal
link/import PV
navigation
accurate/timely
Demand level Meet style
need
smash
core
meet
want
second pass
addition
relate
desire
first pass
recommend
inspire
text link/aladin
business zhixin
cards/search ads
correlation
Relevance logic &
goods store/
analysis/extract
declare
relevant data base
similarity &
Differences
correlation data
base/ads store
extended read
knowledge
graph/search
ranking list
recommend
purchase
(cross/up sale)
correlated
recommendation
guess u like/
others ‘ search
brand landmark/
correlation ads
user product
design
resource
key points
what relay on
business product
user product
business
product
user product
business
product
recommend/ads
more recommend
search ads
text link/aladin
ranking list
Key action
knowledge
graph/aladin
search ads
text link/aladin
functional
description
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