Josef Mandelbaum
Management
Sure, thanks for joining John. I’ll answer the first question and I’ll let Yacov answer the second. Your interpretation is correct. So, I am glad it was clearly looking. I’ll give you a little bit more color just to explain that it’s mostly a timing issue, meaning, the business profitability actually is very similar, maybe a little less than it was when paying upfront, because, when we are paying upfront, we are taking more risk. So we are able to extract the higher value, or not materially different. The difference is, if we started from like, a $0 base, and you add $1, right that you, let’s say in December 31, you add $1 you are investing, you expense that in December 31 of the year before, in the old model, all the revenue in 2015 would have been pretty much like expense free, so it all drops to the bottom-line. Even though on a 12-month basis, you spent a dollar and let’s say you made $1.30, right, so $1 so you made a 30% return, great. On the new model, the difference is, in December 31, you are really not spending the dollar, you are spending that January 1 and when you are spending you are not spending your dollar, you are spending let’s say, $0.10 or $0.09 every month and you are making over that period of time, right, the same dollar, maybe gross and here in stead of $1 you are making a $1.5. All right, sorry the cost is a $1.5. So let’s say it’s $0.05 less in terms of profitability, but from an accounting standpoint the way it’s treated in the P&L is every month as the revenues come in, you actually show me expense against that. Even though, again on a 12 month basis, your ROI on that is very close to what it was in both cases, just how it’s treated. So because last year, we still were spending almost all of our acquisition – marketing acquisition costs on a PPI basis or a pay per download – pay per install basis, it takes almost a full year, well, more than a full year to lap itself. So, what we are really proud of is that we’ve been able to move the revenues to a point where actually now the revenues – as the inflection point is happened and as more revenue is coming in now from a new model than from the old model, but because of the install revenue is going on, you will see that in Q4 continue to decline a little bit in the profitability as we go forward. I’ll let Yacov answer the second about where we see that’s leveling out.