Dan Novaes
speaker
169 appearances
1 recordings
1 series
first heard Jun 2025
last heard Jun 2025
Dan Novaes’s voice in public audio — every appearance, attributed to the second.
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Appearances
They didn't pay for subscriptions, so they liked that it was free and that you could stream unlimited music. And at the time, the APIs of these services, so how we integrated, they didn't show ads in them. So it was like a weird hack to have an ad-free app experience with a huge library. And obviously, they could change that at any minute. It was just unfortunate for us at the time.
And then we asked them like, you know, why don't you pay? It's like, oh, because, you know, a budget conscious or whatever it might be. And they tend to have more time than they had money. So we were like, oh, well, what if we paid you to listen to music? Like, would you be interested in that? And then everyone was like, yes, very interested in that. So we just put up a landing page.
I don't know if you used to use Robinhood when it first came out, but they had this like referral mechanism that you could jump the line into it and they get literally millions of installs on that. So we just put up a landing page. I was like, hey, we'll pay you to listen to music. And we had 250,000 people sign up in a matter of weeks. And so we're like, okay, there's something here for sure.
And so we focused the entire business on paying you to listen to music. Problem is that Music is like a horrible business and it's really hard to make money doing that. So then that's how we moved into like gaming. And then we moved into other types of activities that you would do on the phone.
And before we knew it, we're like, really what we're building is like an operating system on the phone, focus on everything you do that rewards you. And then we were earning money to play games, to shop, to stream music, read the news, charge your phone.
And so then that's how the whole concept was formed around EarnPhone and rewarding you for everything you do on this device and the 40 hours that you spend on average on your smartphone. That's only going up.
Yeah, so the way to kind of think about it is like, There are direct advertisers that will work with us. I mean, when you advertise, there's always a goal, right? For your podcast, it might be you want people to download your podcast. You want to wear that. So you're willing to spend money on that. For brands, same thing, right?
So if it's a game like a Candy Crush or something like that, they want you to play their game and basically create a habit playing that game. And over time, you'll either see a lot of ads and they'll monetize that way or you'll buy stuff in the game. And so they'll pay us a certain percentage just like they would Facebook.
The only difference is that we reward the user per minute they play Candy Crush for a period of like a week or something like that. Vice versa, if it's like Robinhood is like the client which we work with, their goal is for you to deposit $5 into a trading account. And with with that, they're willing to pay like 100 bucks, say, and so we'll take that 100 bucks.
And we'll say, Hey, user, if you deposit $5 into a brokerage account, we'll give you an extra 50 Robin Hood will give you $50 in free stock as well. So you get 100 bucks for opening up your account here. So that's how you align value, because we're taking a little bit of that you're sharing a little bit with the user, and then you're aligning the value with the advertiser.
What's kind of the model works.
Yeah. Yeah. I mean, and I think like what you'll see is like, you know, reward models are becoming way more like in the know. Now I'd say, I think they were like, when we started this business, these kind of like make money products or reward products were kind of like, you know, gimmicky, I think. And, you know, there's still like, advancements that are kind of happening.
But if you just think about the amount of time that people are spending on these devices, I mean, your attention and data is effectively being utilized to make trillion dollar businesses. And so we're just kind of sharing that value back with the user and just doing every facet of your life that you could possibly think of.
Yeah, we've had over 45 million people download and use our products from around the world.
I mean, a good portion of that is also international, which is still kind of count as like a beta kind of program, because it just shows the interest right at the end of the day, because, you know, in order for us to be really successful at what we're doing, you need to have the advertisers because the advertisers are essentially
you know, the ones that are kind of fill in the bill, you know, for those users. But, you know, most of that is organic, you know, in that sense. But we've had over 45 million, you know, people install, use this product. And now the business is starting to acquire other assets and companies because, you know, we're essentially in the business of,
sending you to use like the new TikTok app or the new game or whatever. And now we see an opportunity of being like, well, you know, there are the TikToks out there, but there's like a ton of these like utility apps that are like a little game or some photo filter app or, you know, whatever. And we can buy those apps, send users into those products.
And then now we capture all of that lifetime value along the way. So it's almost like the PE like roll-up model as well. That's kind of been very profitable. And then, you know, we're finding good cashline businesses and, you know, we bring them into the mode umbrella.
Um, us users are, I mean, it's in the value of, uh, of kind of like lifetime value us is the highest. Um, and the reason being is just because, um, fundamentally, you know, the ad markets here are just the most advanced, the high, the income per capita is the highest in the United States. And so you generally see it correlate, um, to each country.
Now, here's the thing that's like really interesting though, um, in the U S like, you know, right now our focus is on Android because generally that's more of a budget conscious population. But in the U S like the ratio is like 50, 50, right? Whereas if you go to a country like Brazil or India or South Africa, whatever, you're going to get like 99% penetration for Android.
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