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SurveySwipe Webinar - Jan 11

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Vivek Bhaskaran

This document discusses mobile research platforms and opportunities for conducting mobile surveys. It notes that smartphones have surpassed PCs in many households and that mobile devices offer advantages over SMS/text for research due to features like interactive formats, location data, and app-based models. The document proposes a custom mobile panel of 80,000 users that could generate $10-40k per month in revenue. It describes a partnership model where brands could co-brand a mobile research app and split revenues 70/30. Example partnership case studies are provided for a media company and education provider.

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Mobile Research Platform
Mobile EcoSystem iOS - iPhone, iPad, iTouch Android Windows Phone 7 RIM - Blackberry
SmartPhones Vs. PC
SmartPhone Reach 1 In 4 Households have a SmartPhone
SMS Why it failed in research? Non-Interactive - Text Only 140 Character Limitation High Transactional Cost No Unlimited SMS Plans Short Codes & Carrier No App Store Complexity
Mobile Research Advantages Unique Device ID - UUID Location - GPS Form Factor - Multimedia, Images, Interactivity 際際滷rs, Animation
Apps - The New Currency Users get free access to Paid Apps/Songs Apps/Upgrades Patent Pending Instant Gratification Rewards & Engagement
Online Research Panels Panel Business ~500-800MM/Yr eRewards, Toluna, SSI, GMI Text Current access cost : $2-20 / User Online Incidence and Response is abysmally low and declining 0.1-1% Acquisition costs are rising due to competition
Revenue Opportunity Custom Mobile Panel - 80K Users Net Revenues of $2-10 / Survey 2-6 Projects / Week 500-2000 Respondents / Project 20K - 40K / Month by Q1-2011 Net Revenue $10/User/Year Zero Capital Infrastructure Cost
Partnership Model Co-Branded - SurveySwipe + Brand Turnkey - No Development Costs Revenue Split 70/30 (Partner=70) Custom Profiling - Age, Gender etc. Mobile Research Presence Exclusivity on verticals
Private Mobile Communities Turnkey - No Development Costs Users live in a Silo Licensing : Setup Fee Size & Frequency Custom Rewards
Partner Case Study - ZDE Multi-Brand Media Company eWeek, Baseline &CIOInsight Offer is a co-branded mobile research panel Users download SurveySwipe ZDE uses self-service access to conduct research via panel for editorial content, promo
Case Study: Ashworth College For-Profit Private Education 80K Enrollments / Quarter 45% of Users -> Mobile Additional revenue stream overnight Augments Internal Research Process Exclusive EDU Panel
Case Study - SpongeIT SpongeIT - Ireland Panel ~15K Over 35% Participation Rate 25% of Users -> Mobile Additional revenue stream overnight No infrastructure costs Exclusive Ireland Mobile Panel
Next Steps? Questions? Vivek Bhaskaran vivek.bhaskaran@surveyanalytics.com 206-660-1263 blog.surveyanalytics.com State of the Union Project (Jan 25th) http://surveyanalytics.com/sotu

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SurveySwipe Webinar - Jan 11

  • 2. Mobile EcoSystem iOS - iPhone, iPad, iTouch Android Windows Phone 7 RIM - Blackberry
  • 4. SmartPhone Reach 1 In 4 Households have a SmartPhone
  • 5. SMS Why it failed in research? Non-Interactive - Text Only 140 Character Limitation High Transactional Cost No Unlimited SMS Plans Short Codes & Carrier No App Store Complexity
  • 6. Mobile Research Advantages Unique Device ID - UUID Location - GPS Form Factor - Multimedia, Images, Interactivity 際際滷rs, Animation
  • 7. Apps - The New Currency Users get free access to Paid Apps/Songs Apps/Upgrades Patent Pending Instant Gratification Rewards & Engagement
  • 8. Online Research Panels Panel Business ~500-800MM/Yr eRewards, Toluna, SSI, GMI Text Current access cost : $2-20 / User Online Incidence and Response is abysmally low and declining 0.1-1% Acquisition costs are rising due to competition
  • 9. Revenue Opportunity Custom Mobile Panel - 80K Users Net Revenues of $2-10 / Survey 2-6 Projects / Week 500-2000 Respondents / Project 20K - 40K / Month by Q1-2011 Net Revenue $10/User/Year Zero Capital Infrastructure Cost
  • 10. Partnership Model Co-Branded - SurveySwipe + Brand Turnkey - No Development Costs Revenue Split 70/30 (Partner=70) Custom Profiling - Age, Gender etc. Mobile Research Presence Exclusivity on verticals
  • 11. Private Mobile Communities Turnkey - No Development Costs Users live in a Silo Licensing : Setup Fee Size & Frequency Custom Rewards
  • 12. Partner Case Study - ZDE Multi-Brand Media Company eWeek, Baseline &CIOInsight Offer is a co-branded mobile research panel Users download SurveySwipe ZDE uses self-service access to conduct research via panel for editorial content, promo
  • 13. Case Study: Ashworth College For-Profit Private Education 80K Enrollments / Quarter 45% of Users -> Mobile Additional revenue stream overnight Augments Internal Research Process Exclusive EDU Panel
  • 14. Case Study - SpongeIT SpongeIT - Ireland Panel ~15K Over 35% Participation Rate 25% of Users -> Mobile Additional revenue stream overnight No infrastructure costs Exclusive Ireland Mobile Panel
  • 15. Next Steps? Questions? Vivek Bhaskaran vivek.bhaskaran@surveyanalytics.com 206-660-1263 blog.surveyanalytics.com State of the Union Project (Jan 25th) http://surveyanalytics.com/sotu