Innovative Business Model of Trial Run Ads: Using M Company as an Example

In Taiwan’s media, we can see different kind of mobile game advertisements every day. However, we often find out that the real content of game itself is not as good as the advertisement. “Trial Run Ads” based on app streaming technology is a new form advertisement. It can make mobile game players try first before download. In one hand, this new kind of advertisements can avoid information gap. On the other hand, app developers can use it to find royal players. VMFive is a start-up company that provides“Trial Run Ads” service in Taiwan. This Study uses VMfive as an example to build up the service structure of “Trial Run Ads”, and find out there are two core differences from traditional digital advertisements: #1“Trial Run Ads” makes players have different download decisions; #2 Gaming data generating from “Trial Run Ads” can help app developers improve their game designs. Given these two differences, this study uses VPS model (Vision-Positioning-Scenario) to create a new perspective to“Trial Run Ads”, transferring the old vision “optimizing ad performance” to new vision “creating decision value”. The reason is that “Trial Run Ads” can’t make sure the result of rising CVR (Conversion Rate). Because when the game itself is a bad design, using its content as an advertisement is less attractive than traditional advertisement forms, like pictures or videos. However, app developers can use A/B test, taking the CVR of traditional digital advertisements as a basis and compare the CVR of “Trial Run Ads” with it. By doing that, app developers can know whether their game designs meet player’s expectations, and make a quick decision of giving up or improving this game. Finally, this study stands on a macroscale to use VCC model (Value Creation Cycle), taking technological innovation as a starting point to seek out crucial alliances; realizing the new vision“creating decision value” from the market reaction and making sure the positive value will generate feedback to VCC continuously.