Jan Dawson, founder and chief analyst at independent research firm Jackdaw Research, has a few ideas.
The main things to know about a successful business: it has a profitable core business, and it competes across a number of other categories to create a powerful ecosystem. There are 6 major domains: Hardware, Software, Content, Communications, Connectivity, and the Digital Layer.
A highly profitable core business gives a company the opportunity to invest in other stuff.
Each of these companies has also expanded out into the other domains, building way beyond its profitable core. Amazon is the exception to the rule among the largest consumer technology companies, sharing with the rest of the retail world relatively low margins, and suffers as a result.
There are two fundamental business model types – those where products or services are directly monetized, and those where they are not monetized. Across software, hardware and content, subscription models are starting to take over from one-off sales models.
Business models where products and services are not directly monetized usually fall into one of three categories: bundling, channel or data. Certain business models – notably advertising and data – create tension between the user of the product or service and those paying the bills, while other models align users and customers perfectly. Some examples of software which is being monetized in other ways, such as advertising, hardware purchases or subscription services. A ballpark summary of the annual revenue opportunity in various categories and sub-categories, within the consumer technology market.
Margins are highly variable by company, but certain categories and sub-categories tend to be far more profitable than others. Putting the revenue and margin pictures together at a category level shows where some of the most lucrative opportunities lie. Most hardware businesses have low margins, but there are exceptions like Apple and Samsung. Ecosystems emerge as companies start to build value around their products and services by creating synergies between devices and other products, and by bring third parties on board. Competition in consumer tech hardware is extending to new domains, including the body, the home and the car, either with new hardware or with extensions of existing hardware to provide interfaces in new settings. Apple, Google and Microsoft are competing across these three new domains as well as in legacy computing, and Samsung is arguably trying to build a similarly broad platform. One of the keys to success for an ecosystem is its scale – this slide shows the scale of various major ecosystems.
Most successful consumer technology companies end up moving beyond single products to become category companies and then to building ecosystems. This slide shows how Apple has slowly transformed itself from a single-product company into a category company and now an ecosystem company, with activities across five of the six domains.


Written by: Jeffrey Vocell, Head of Product Marketing Lookalike audiences are a powerful way of targeting people that are similar to current customers.
This targeting capability provides a powerful way to reach potential customers who are more likely to convert based on their interests in similar products or services. With those distinct targeting methods in mind you can begin to understand the vast possibility to reach new customers using Facebook. These are just a few examples of the power and additional reach that advanced targeting using Custom Audiences, Website Custom Audiences, and Lookalikes enables. Want to know more about using Custom Audiences, Website Custom Audiences, or Lookalike audiences? Written by: Carolyn Berk, Content Marketing Associate The world of mobile gaming is a competitive place. Read on for more on how to harness the power of the Nanigans SDK to deliver long-term digital advertising success. It’s one thing to find new users, but finding the right new users is much more challenging. Once you’ve acquired users for your game, you can amp up your ROI by ensuring that they’re continually engaged.
This free eBook has social and mobile advertising best practices to make your next global game launch a huge success.
Written by: isiteadmin We asked our Data Science team to estimate the targeting possibilities on Facebook.
Not every major tech company derives its high margins from the same sector – in fact, there’s a wide range of sources for these high margins. Uploading a Custom Audience based on a list of emails, UIDs, phone numbers, or mobile advertiser IDs.
Using a Website Custom Audience to target individuals similar to those that have viewed a specific page, or performed an event. Lets dive-in to a few ways that you can utilize lookalike audiences to reach new customers. When you combine the powerful targeting that Facebook delivers and your own business data, the possibilities greatly expand. Contact us today to see how Nanigans Ad Engine and Facebook targeting helps leading performance-marketers achieve their business goals. In the Apple App Store, over 21% of all the store’s active apps are games, making mobile gaming the most popular category by far. Equipping your team with downstream information, like how frequently users open your game, how many levels they complete or what triggers them to make an in-app purchase, is critical in uncovering ways to improve the user experience. Boost the number of Daily Active Users (DAU) by using data from the Nanigans SDK to retarget gamers (for example, those who have not been active in the last 30 days), using fresh ad creative to inspire lapsed users to get back into the game.
The answer is larger than we thought—Facebook offers not just more targeting opportunities than Google, but more than a Googol ways to reach your audience.


This list could be your customer list, or a segmented portion of your customer list that would enable you to reach a similar group of people. For example, if you are an ecommerce website that sells shoes – using Website Custom Audiences would enable you to retarget customers that have viewed Nike running shoes.
If you have a list of emails for high value customers, or track them on your website using custom events, you can not only target these specific individuals – but you can extend your reach to people similar to customers that are high-value. Based on your own internal email data if you have an email list from customers that have reached out to your support center, you can re-target these individuals with a coupon or a specific message.
Using Website Custom Audiences you can automatically capture a list of individuals that have been to a specific URL like your add to cart screen. This is a great fan acquisition strategy if you are looking to grow the size of your page base. If you have an email list of customers that is segmented by the date they have made a purchase you can not only re-target individuals that have not made another purchase. With so much competition, it’s more vital than ever that attract high-value users to your games via strategic social and mobile advertising.
Real-time tracking means that this data is available hours ahead of other reporting solutions, so you can take action on drop-off trends or accelerated purchase rates as they develop. Plus, Nanigans software helps you retarget those users across multiple devices, so that you can reach them as they move across smartphones and tablets. When you layer Lookalike audiences on top you gain the ability to target individuals that have not been to your site, but who are interested in the same topic, product, or category. Re-targeting mobile customers that did not convert from the desktop news feed provides an opportunity to increase the chance individuals convert. In this example, re-target not only people that did not checkout but also an audience that is interested in similar items just like them! Not only that but this will help you reach relevant individuals that are more likely to ‘like’ your page based on their interests – leading to increased chance you will generate better results. Just as in these other scenarios you can re-target this list of people but also target individuals similar to them for increasing the base of potential users that you reach.
The Nanigans Software Development Kit (SDK) closes the loop on attribution, enabling app developers to build a full story of the lifetime value (LTV) of their users, and leverage that data automatically and in real-time to feed in-app behavioral data back into ad campaign optimization. The AmericasQ2 2015 Global Facebook Advertising Benchmark ReportFacebook Mobile App Install Ads Demonstrate 16% Lower CPI Using Video vs.



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