PetLynx SRS Stats Released

Subscriptions and Registry Services (SRS) is an important business of PetLynx Corporation.

In addition to providing industry access to all companion animals through an open source centralized animal record, the SRS unit also manages programs for the industry's largest brands and agencies.

PetLynx takes a very different approach to the provision of subscription and registry services:

• each animal record is managed by the animal owner/pet family
• each animal record is capable of holding and managing all aspects of animal information
• each animal record is available for the lifetime of the animal without additional cost
• agencies and service providers use the same centralized record to manage the services for the animal owner/pet family
• breeding, adoption, licensing, health, recovery and care profiles are examples of ways this central record is used
• PetLynx administers the business rules established by industry

In 2011 the SRS unit generated 130,750 new records from POME programs and 42,323 records from Freemium services.  The Activation rate from POME programs was 25.101% and the Conversion rate from Freemium programs was 32.497%. Together these programs generated 46,572 revenue subscribers for SRS.  PetLynx now holds more than 948,868 of the cats and dogs in Canada.

What is a POME program? 

Point of Market Entry (POME) programs are used by brand affiliates to add value to their offerings.  Brand affiliates bundle a prepaid PetLynx Recovery Subscription (includes the little green PetLynx collar tag) to the programs they offer.  Examples are adoption kits, new puppy and kitten kits, insurance and licensing kits etc.

What is an Activation? 

When brand affiliates provide a PetLynx collar tag and Recovery Subscription it is necessary for the pet family to complete the online registration of their pet at PetLynx.net.  The Activation rate shows the percentage of pet families that complete this task.

Why is the activation rate expressed as a cumulative number?

When brand affiliates produce POME programs there is often a lag as the kits move through distribution.  That is why the calculation of activations must use a ‘perpetual inventory’ approach which measures the ratio of all POME items ever supplied to brand affiliates against and all POME items ever activated in these programs.

What is a Freemium program?

Freemium programs issue a free PetLynx Recovery Registration to a pet family when they complete a registration for another reason.  A good example of this would be pet families using the public PetLynx recovery service to set up a Lost Report for their pet.  There is no direct revenue from this transaction.

What is a Conversion?

When a pet family receives a free registration from PetLynx they are provided opportunities to convert to PetLynx revenue services.  The Conversion rate shows the percentage of pet families that take up a revenue service offering.