garion hall adult_industry_lift_feb_2013_v1.2
TRANSCRIPT
2013: Themes in the adult industry
Garion Hall, abbywinters.com CEO
abbywinters.com
• Typical office (sorry!)• Product Owner in Agile Scrum team• Wholesome and natural approach• Focus on social responsibility• Staff and models• Customers, industry, society
• Enormously profitable 2004 – 2009.
Platform Content
Traffic Billing
Adult industry
Definition: Platform
• Case study, traditional pay-site• Packaging• Subscription-based• SKU-based.
Platform Content
Traffic Billing
Adult
Definition: Traffic
• Traffic is eyeballs• Basic SEO matters• Own the traffic, make the money• Build networks of pay sites• Social networks are ineffective.
Platform Content
Traffic Billing
Adult
Definition: Content
• Traditional content still sells• “User generated content” concept• Conversions are the key measure• Conversion matters, but retention is key• Strong reliance on Affiliates – up to 70% of sales, 50% cut• Mini case study: life-selector.com• Traffic becomes the real content (conversion, not retention).
Platform Content
Traffic Billing
Adult
Definition: Billing
• Credit-card is still king• Who here does not have a credit card?
• “alternate payment methods”: EU, BRIC• Jury out: increase the pie, or just adding more slices?
• Mobile network billing• Micropayments is the killer-app.
Platform Content
Traffic Billing
Adult
Bringing it together: Three case studies• Cams and dating• “Tube Sites”• Mobile
Platform Content
Traffic Billing
Adult
Cams• Women with webcams• Customers pay-per-minute• More for 1:1, less for spying, free for group chat
Dating
• Women paid to participate and flirt (or, free access)• Some are “bots”; some real women• Extremely nichified (eg, disabled, Hindi, Jewish, etc) • Pay to join, and make contact attempts• Main focus of users is sex.
Case study: Cams and dating
Platform• Heavy web dev investment• 100’s of devs• White-labelled
Content• User generated!
Traffic• Extensive buying
Billing• Primarily credit card• Attractive usage patterns• Retention increases if more women on site.
Cams and dating
Case study: “tube” sites
• Emulate YouTube design pattern• Initially accepted stolen content• Now, Affiliates for pay sites (50%) submit
Platform• One company bought up majors• Using mish-mash of platforms
Content• “User” generated• Free to visitors
Traffic• Word-of-mouth• Compelling value proposition
Billing• Ad revenue• Sticky audience• Free to consumers
Tube sites
Platform• Websites for smart phones• (Not tablets)• Limited adult apps allowed
Content• Bland• Low quality• 3rd party
Traffic• Bought from sites’ type-ins on
mobile devices• Redirected
Billing• Mobile provider• Up to 70% goes to carrier
Mobile
Applying these concepts elsewhere
• Not unique to adult industry• Business models are driven hard and fast• Quickly discarded if unsuccessful• Low quality code, lack of completeness
• “Marketplace model” rising in popularity: airbnb.com.
The future?
• More personal interactions• Less-piratable content• Less fragmentation• Boutique sites will flourish• Micropayments.
The future?
• Increase in free content• Reduction in creative quality• Increase in technical quality• Less money for performers and producers.
