adways session 3. monetising in southeast asia
TRANSCRIPT
Monetising in Southeast AsiaAdways Global AD Day 2016
Paul LeishmanCOO
Email: [email protected] Number: +85259288409Website: www.codapay.com
2Confidential
Coda is backed by leading strategic investors
#1 E-Commerce company in Japan
#1 online payment gateway in Japan
#1 online advertising company in Japan
Our offices
SINGAPORE
77A Tras Street079016
INDONESIA The Bellagio Mall, OL3-20 Kawasan Mega Kuningan Kav. E4 No. 3Jakarta 12950
UNITED STATES 440 North Wolfe RoadSunnyvale, CA 94084
HONG KONG 299 Queen's Road Central, 19th Floor
About Coda
3Confidential
Neil Davidson, CEO Paul Leishman, COO Bobby Choi, CTO
Manager, Mobile Money for
the Unbanked, GSM
Association, London
Manager, Mobile Money for
the Unbanked, GSM
Association, London
Lead Architect,
BilltoMobile, San Jose
Director of Global
Development Team,
Danal, Seoul
Business Analyst, Strategic
Planning & Execution, Telus
Mobility, Toronto
AB and MBA, Harvard University BA, Ivey School of Business BA, Seokyeong University
Summer Associate,
McKinsey & Company,
Johannesburg
Coda’s founding team is expert in mobile payments and has demonstrated an ability to manage complexity in emerging markets
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Coda helps our partners generate more revenue from users, and acquire new ones more cost-effectively, which makes Southeast Asia profitable
Codapay accounts for 80% of our revenue, and other
channels are just 20%.
“”
Coda’s data on paying gamers & channels is like
gold for acquisition.
“”
5
Coda’s merchant networkWe serve the largest publishers in Asia
Direct relationships: Efun Co.Top-grossing game developer
GumiTop-grossing game-developer
Boyaa#1 social card game provider
GarenaLeading game publisher
VTC OnlineLeading game publisher
SpotifyMusic streaming
TencentGaming platform
FacebookGame credits
EfunfunPopular game developer
CliponyuVideo streaming
HalloStarVideostreaming
KunlunTop-grossing game developer
T1GamerPopular game publisher
IGGPopular game publisher
37GamesPopular game publisher
Served via partnerships:
The largest publishers in the world trust us to handle their payments
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UCweb Application store
EyougamePopular game publisher
VstarGamesPopular game publisher
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Google Play Developer Policy on Payments
These guidelines apply to purchases made in Google Play or in an app distributed by Google Play. There are no restrictions on purchases made outside the app.
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Distribution
The basics on Southeast Asia
Google Play is the key distribution platform in Indonesia, Malaysia, Singapore, Philippines, Thailand. It’s also an increasingly important platform in Vietnam, although there are alternatives.
Is important: smartphone penetration is rising, but handsets are low-end with limited storage. Data speeds are improving, but downloading a 20MB game – and then 200MB in additional resources is still a big ask.
RPG, MMORPG, Strategy, card games monetize best.
Thai for Thailand, Vietnamese for Vietnam. English can work in Indonesia (or Bahasa), Malaysia (or Chinese), Singapore, and the Philippines.
Local alternative payment channels typically increase revenue by 3-5x. Average transaction values are $3 in Indonesia, $4 in Philippines, $6 in Malaysia, $7 in Thailand, $19 in Singapore.
Facebook ads are the most effective way to acquire users.
APK size
Language
Monetization
Advertising
Preferences
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How Coda helps publishers increase revenues
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Codapay enables merchants to allow their customers to pay using a range of convenient channels, which accommodate casual users and big spenders alike…
Voucher redemption
Convenience store
Direct carrier billing
Bank transfers
… across Southeast Asia.
average transaction valueIndonesia
Thailand
Philippines
Malaysia
Singapore
Vietnam
E-Wallets
Coda is a one-stop shop for alternative payments in Southeast Asia
$2
$5
$9
$13
$18
average transaction value
average transaction value
average transaction value
average transaction value
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1. Enter mobile number
2. Review instructions
3. Receive secret code by SMS
4. Reply by SMS with secret code
5. Success!
Indonesia – Carrier billing purchase flow on mobile web
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The market is definitely growing (if our data is any indication)
Payment value, USD Revenues, USD Gross profit, USD
4x 4x 4x
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How Coda helps publishers decrease cost of acquiring paying users
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• Facebook advertising is the most effective way to acquire customers in Southeast Asia.
• However, ~90% of the customers you pay to acquire will never become paying users. Even with advertising revenue, the return on investment on acquiring non-paying customers is negative.
• Coda helps publishers acquire paying customers by targeting Facebook ads to customers who spend money on games, making them far more likely to become paying users of your titles.
There are 80 million monthly active users on Facebook in Indonesia.
With Coda, you can target 140,000 customers who
actually pay for games.
Facebook says 40 million of these are interested in games.
We ensure only paying users see your Facebook ads
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Options for entering Southeast Asia
Game is published by… Customer acquisition by… Monetization by… = Likely outcome
Developer Facebook ads Google Play billing Cost of acquisition will seem high and revenue will be 20% to 30% of potential
Developer Facebook ads Google Play billing + Coda’s alternative channels
Cost of acquisition will seem high but revenue will justify the investment
Developer Facebook ads + Coda’s custom audience data
Google Play billing + Coda’s alternative channels
Cost of acquiring paying users will be lower, and ROI will be positive
Local Publisher Facebook ads + Coda’s custom audience data + existing publisher user base
Google Play billing + Coda’s alternative channels
Cost of acquiring paying users will be lower, and ROI will be positive
