Balance the Bundle World
By Diana Lee
It’s not
a secret that delivery of bundles is a
booming business and a lot
of agencies turn to this space for additional revenue. Being
one of the largest distribution partners for most of the
major advertisers out there,
we understand the business and
would like to share our ideas
with you to try to better
the overall “Bundle World” of this industry.
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As we have been aware, a
lot of bundle advertisers are constantly looking for ways to
build or increase their user base. In addition to building
an application and the support for it they are spending tens
of thousands of dollars every day on advertising trying to
get their product to convert. This
leads to a few questions such as: which advertisers
have better results at getting new users;
what are the best methods to keep users, and
so on. From our experience,
it’s the program- bundle
itself. To keep everything
simple, it all depends on what the bundle does for
the user and how it compensates the bundle owner on the back
end. In short, it has to
be a perfect balance.
For example, if you provide
the user with too many benefits
thru software application and don’t compensate
yourself enough on the back
end, then you’re not taking full advantage of the situation,
which results in losing the
revenue that you could’ve
generated. On the other hand, if you give the user too
little or almost no benefits at all
and at the same time on the backend create multiple
high revenue streams you are taking the risk of
overloading
users’ PC, thus potentially
losing the user.
The perfect balance can be
achieved only with the combination of an application a user
truly wants on his/her computer and a fair backend
compensation of the bundle owner.
It is not
easy to come up with the ultimate software application that
would interest users enough
not to delete it. It is
also very difficult to make users
share their experience with others and tell others
to try using it,
which is the best way
to populate the user
database- word of mouth. Perhaps advertisers should look
into what is already installed on people’s computers;
something people already use on a
daily basis,
and try to compete with those applications
and make their
own software applications better.
Seeking a way to create a software
application that can benefit and balance both users and
advertisers is the only way to master this bundle world!
Diana Lee
Business Development
diana@icmediadirect.com
ICMediaDirect.com
