01 · Four products, one pipeline
The Revenue Architecture
The same captured dataset is monetised four different ways, at four different margins, to four different buyer types. Media clients pay for attribution because it protects their budget. Everyone else pays for the mobility dataset itself, because nobody else in Thailand has a continuously moving, consented, geo-stamped panel of a million monthly passengers.
| Line | Product | Pricing model | Gross margin |
|---|---|---|---|
| L1 | Measurement attach to media buys | % of media spend or fixed fee per campaign | 60–70% |
| L2 | Ad-hoc data collection & analysis modules | Project fee: THB 150k–1.2M per study | 55–65% |
| L3 | Syndicated category & industry metrics | Subscription: free topline, paid cuts | 80%+ |
| L4 | Audience licensing & mobility data products | Annual licence or CPM premium | 85%+ |
02 · The panel on demand
Ad-hoc Data Collection & Analysis Modules
The touchscreen fleet is a survey instrument that reaches a captive, geographically distributed audience mid-journey. A client can commission a question set and have field data inside a week, a fraction of the cost and time of a conventional face-to-face or online panel, with GPS truth attached to every response.
Ad-hoc study lifecycle
Brief to deliverable in 10–15 working days for a standard module.
01
Brief & design
Objective, cuts required, sample frame.
- Question design (max 3 per ride)
- Quota by district and daypart
- Incentive tier set
02
Field
Deployed to targeted screens.
- Rotation logic avoids fatigue
- Live quota monitoring
- Fraud and speeding filters
03
Process
Clean, weight, join to behaviour.
- Weight to population frame
- Join to trip and exposure data
- Significance testing per cut
04
Deliver
Report, dashboard cut, or raw file.
- Debrief deck + recommendations
- Interactive dashboard access
- Licensed tabulation file
| Module | Typical buyer | Turnaround | Indicative price (THB) |
|---|---|---|---|
| Pre/post campaign brand lift | Advertiser / agency | 2 weeks + campaign window | 250k–600k |
| Creative and format test | Advertiser | 10 days | 150k–300k |
| Category usage & attitude read | FMCG, telco, finance | 3 weeks | 400k–900k |
| Catchment & footfall study | Mall, retail developer | 3–4 weeks | 500k–1.2M |
| Mobility & travel-behaviour survey | Government, transport agency, consultancy | 4–6 weeks | 600k–1.5M |
| Custom geo-holdout incrementality test | Advertiser with conversion feed | Campaign + 2 weeks | 350k–800k |
03 · Sell it once, sell it forever
Syndicated Category & Industry Metrics
A quarterly publication engine turns the standing dataset into recurring, high-margin subscription revenue. Topline is free and becomes the marketing engine: press coverage, category benchmarks quoted in pitches, inbound from brands who discover they are below benchmark. The paid product is the cut.
- Free topline: quarterly Mobile Media Benchmark, reach, engagement and scan rates across all categories.
- Paid cuts: by category, ad format, daypart, district, passenger profile, and journey type.
- Competitive set reports: an advertiser's index versus their named competitive set, refreshed monthly.
- Bangkok Mobility Report: aggregate movement, congestion and destination-demand trends, no advertising content at all.
- Tiered licensing: single-seat analyst access, agency-wide, or enterprise API access to the benchmark series.
| Tier | Contents | Buyer | Annual price (THB) |
|---|---|---|---|
| Topline | Quarterly headline benchmarks, PDF | Anyone: lead generation | Free |
| Category | One category, all cuts, quarterly | Brand marketing team | 180k |
| Agency | All categories, planning cuts, all seats | Media agency | 600k |
| Enterprise / API | Full series, raw tabulations, API access | Holding group, consultancy, data buyer | 1.2M+ |
04 · Who else pays for mobility data
Beyond the Brand Client
The FMCG advertiser is the first buyer, not the biggest one. What MotionReach accumulates is a continuous, consented picture of how a city actually moves and who is moving through it, origin, destination, timing, purpose and profile. That is planning-grade infrastructure data, and it is bought by institutions with budgets that do not sit in a marketing P&L.
| Buyer | What they buy | Why it is valuable to them | Commercial shape |
|---|---|---|---|
| Government & city agencies | Origin–destination flows, congestion patterns, modal-shift indicators, public-sentiment micro-surveys | Ground-truth movement data at higher frequency and lower cost than commissioned traffic studies | Annual data licence + commissioned studies; tender-based |
| Urban & transport planning consultancies | Trip matrices, catchment analysis, corridor demand, before/after infrastructure reads | Feeds their models directly; replaces expensive manual counts | Project licence per engagement or annual data subscription |
| Retail malls & developers | Catchment profiles, visitor origin, competitor cross-visitation, daypart demand | Justifies rents, informs tenant mix, proves footfall sources to anchor tenants | Per-asset annual subscription; upsell to on-screen geo-targeted media |
| Property & land investors | Movement density and destination-demand trends by district over time | Site selection and valuation evidence unavailable elsewhere | Data licence + bespoke site reports |
| QSR, banking & retail chains | Site-selection scoring, trade-area overlap, loyalty match-back | Reduces the cost of a bad store location by orders of magnitude | Annual subscription per network + expansion studies |
| Tourism boards & hospitality | Visitor journey patterns, airport and hotel corridors, tourist vs resident splits | Measures campaign impact on actual visitation, not sentiment | Seasonal study packages + syndicated tourism series |
| Transport operators & fleet partners | Demand heatmaps, dead-mileage analysis, driver supply optimisation | Operational yield improvement, directly ROI-measurable | Revenue share or SaaS fee per fleet |
| Financial & research institutions | Aggregated mobility indices as an alternative economic indicator | High-frequency proxy for consumption and activity in Thailand | Index licence, monthly delivery |
| Academia & NGOs | De-identified aggregate datasets for research | Credibility, publications and methodology validation for MotionReach | Discounted or in-kind, in exchange for co-authored validation |
05 · How it is sold
Packaging, Pricing & Go-to-Market
- 01Attach measurement to every media buy by default, a small fee, near-universal adoption, and the data flywheel starts immediately.
- 02Convert the best three campaign readouts into public case studies with a named lift number; that becomes the L2 sales asset.
- 03Launch the free syndicated topline to generate inbound and establish the benchmark as a market reference.
- 04Open the institutional motion with one lighthouse account per vertical: one mall group, one agency, one public-sector pilot.
- 05Once the panel reaches critical mass, licence audience segments into programmatic and price the targeting premium separately from the measurement fee.
| Metric | Year 1 target | Year 2 target |
|---|---|---|
| Measurement attach rate on media revenue | 40% | 85% |
| Ad-hoc studies delivered | 8 | 30 |
| Syndicated paying subscribers | 5 | 35 |
| Non-advertising (institutional) revenue share | 10% | 30% |
| Data revenue as % of group revenue | 8% | 22% |
- Commercial risks: institutional sales cycles are long, start the pilot conversations in H1 even though revenue lands in H2.
- Never sell an exclusive that blocks a category; the syndicated model depends on selling the same asset repeatedly.
- Price on value delivered (media protected, store location de-risked), not on cost to produce the cut.