eChallenges e2006 PPT Template - Poznań
eChallenges e2006 PPT Template - Poznań
eChallenges e2006 PPT Template - Poznań
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Economics of a Portal for Teenagers:<br />
Making Mix of Real and Virtual Life<br />
Profitable<br />
Andrzej P.Urbański<br />
<strong>Poznań</strong> University of Technology<br />
Poland<br />
25 October 2006 <strong>eChallenges</strong> e-2006 Copyright 2006 <strong>Poznań</strong> Univ.of Technology
MOTIVATION:First years of the FantasyWorld.pl<br />
• Created in August 2000 by a 20-year-old<br />
student working in McDonalds<br />
• Hobbyist website for everyone interested in<br />
fantasy gadgets: wallpapers, avatars etc.<br />
• Rapidly growing visits and hosting<br />
payments, because of large bandwidth<br />
• In Autumn 2003 almost closed, but a<br />
spontaneous collection of money saved it<br />
• A Problem:Commercialization is necessary<br />
25 October 2006 <strong>eChallenges</strong> e-2006 Copyright 2006 <strong>Poznań</strong> Univ.of Technology
Commercialization difficulties<br />
• Not a big country with not popular language<br />
• Teenagers have relatively little money<br />
• Not educated to pay for Internet services<br />
• Distrustful of paying via the Internet,<br />
• Lack of payment cards (especially credit<br />
cards), which enable easy and cost effective<br />
payments on the Internet.<br />
– general problem in Poland<br />
– among young people<br />
25 October 2006 <strong>eChallenges</strong> e-2006 Copyright 2006 <strong>Poznań</strong> Univ.of Technology
Age of users<br />
all<br />
teenagers<br />
11-15y<br />
11-19y<br />
32%<br />
20-25 years old<br />
20-25y<br />
17%<br />
71%<br />
16-19y<br />
39%<br />
more than 25 years old<br />
5-10 years old<br />
11-15 years old<br />
16-19 years old<br />
25 October 2006 <strong>eChallenges</strong> e-2006 Copyright 2006 <strong>Poznań</strong> Univ.of Technology
08-2000<br />
08-2001<br />
08-2002<br />
08-2003<br />
08-2004<br />
08-2005<br />
visits per day<br />
Development of fantasyWorld.pl over time<br />
visits per day<br />
contents<br />
registered users<br />
152<br />
0<br />
3050 3851<br />
400<br />
1500<br />
250 800 2000<br />
150<br />
350400 500<br />
600<br />
550800<br />
1500<br />
1100<br />
5500<br />
1700<br />
7000 7000<br />
4000<br />
9000<br />
8000<br />
5000<br />
9000<br />
8000<br />
7000<br />
6000<br />
5000<br />
4000<br />
3000<br />
0 1000<br />
2000<br />
25 October 2006 <strong>eChallenges</strong> e-2006 Copyright 2006 <strong>Poznań</strong> Univ.of Technology
Loyalty points – the source of success<br />
• Earning points from:<br />
– Days since registration and each login<br />
– Clicking on fantasyworld.pl links on<br />
positioning websites<br />
– Adding comments and posts<br />
• Spending points on:<br />
– Avatars and logos to differentiate users<br />
– Real objects from auctions<br />
– Games<br />
25 October 2006 <strong>eChallenges</strong> e-2006 Copyright 2006 <strong>Poznań</strong> Univ.of Technology
Sources and destinations of points on FantasyWorld.pl<br />
25 October 2006 <strong>eChallenges</strong> e-2006 Copyright 2006 <strong>Poznań</strong> Univ.of Technology
Payments<br />
Date<br />
01-02<br />
01-09<br />
02-04<br />
02-11<br />
03-06<br />
04-01<br />
04-08<br />
05-03<br />
05-10<br />
Income from users’ payments on FantasyWorld.pl<br />
Income from payments<br />
2500<br />
2000<br />
1500<br />
1000<br />
Payments[SMS<br />
number]<br />
500<br />
0<br />
Months<br />
25 October 2006 <strong>eChallenges</strong> e-2006 Copyright 2006 <strong>Poznań</strong> Univ.of Technology
Cummulating credits on Labiryntus.pl<br />
When a new credit is ordered before the current<br />
period finishes:<br />
•Amount of credit is increased by the new value<br />
•Number of days to finish crediting is increased with<br />
new value<br />
•Amount of the final point upload is increased but its<br />
date is moved<br />
Date<br />
Start with<br />
points<br />
Initial credit<br />
amount<br />
Credit deadline Buying points transactions New credit<br />
amount<br />
New credit<br />
deadline<br />
Final upload at<br />
deadline<br />
04-01 0 3000 04-11 1 (2,44 PLN) 5000 04-14 600<br />
04-01 0 3000 04-11 2 (4,88 PLN) 7000 04-17 1200<br />
04-01 0 3000 04-11 3 (7,32 PLN) 9000 04-20 1600<br />
04-07 0 9000 04-20 1 (2,44 PLN) 11000 04-23 2400<br />
04-24 2400 0 - 1 (2,44 PLN) 2000 04-27 600<br />
04-27 2400 2000 04-30 3 (7,32 PLN) 8000 05-08 1800<br />
25 October 2006 <strong>eChallenges</strong> e-2006 Copyright 2006 <strong>Poznań</strong> Univ.of Technology
data<br />
16798<br />
91723<br />
158923<br />
195971<br />
251411<br />
314545<br />
334408<br />
409437<br />
424979<br />
441310<br />
Points transfers between<br />
FantasyWorld.pl and Labiryntus.pl<br />
923802<br />
1132097<br />
1208870<br />
1307370<br />
1480608<br />
1553949<br />
2156337<br />
2398495<br />
2841588<br />
3192703<br />
3606191<br />
3987344<br />
4226628<br />
4579820<br />
5096186<br />
6059511<br />
6836813<br />
7113453<br />
8638994<br />
9428945<br />
10269476<br />
10958863<br />
11537630<br />
12095318<br />
12435533<br />
12844559<br />
40000<br />
400000<br />
20000<br />
350000<br />
0<br />
300000<br />
-20000<br />
250000<br />
-40000<br />
200000<br />
-60000<br />
150000<br />
-80000<br />
100000<br />
-100000<br />
50000<br />
-120000<br />
0<br />
transactions total balance total transfer<br />
25 October 2006 <strong>eChallenges</strong> e-2006 Copyright 2006 <strong>Poznań</strong> Univ.of Technology
Conclusions<br />
• Loyalty points are key to success even<br />
for teenager Websites<br />
• Virtual and real life properties could be<br />
efficiently mixed offering quite a good<br />
profit<br />
• Sophisticated financing system should<br />
be used carefully in teenagers context<br />
• Exchange of loyalty points between<br />
services could be quite intensive<br />
25 October 2006 <strong>eChallenges</strong> e-2006 Copyright 2006 <strong>Poznań</strong> Univ.of Technology
Thank you<br />
for attention<br />
25 October 2006 <strong>eChallenges</strong> e-2006 Copyright 2006 <strong>Poznań</strong> Univ.of Technology
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