company turns nonpaying users into revenue-generating ones.7 In 2011 Libin published a chart now known as the “smile graph.” With the percentage of sign-ups represented on the y-axis and time spent on the service on the x-axis, the chart showed that, although usage plummeted at first, it rocketed upward as people formed a habit of using the service. The resulting down-and-up curve gave the chart its emblematic smile shape
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