Bitmarket. Glad you brought up the topic because I wanted to understand what the consensus was about transaction fees in general. Stepping back a bit, transaction fees are the source of revenue and delegate pay are expenses to run the system. Any net profit goes to shareholders.
#1) If you compete with Paypal their volume is $64B per quarter or running at $240B+ per year and roughly 3% avg transaction fee generates: $7.2B in revenue. Paypal's operating income is $1.8B (according to Ebay 10-K, pg F-19). They spend $5.4B in operating costs (SG&A). Margin is roughly 25%. Interestingly if you look at pg. 60 in the 10-K, Paypal's cost of net revenue is roughly 40% (bank fees, credit card interchange & assessment fees, interest expense etc.) Most of these fees crypto-companies don't need to incur.
$7.2B revenue
$3.1B (cost of revenue -bank/credit card interchange fees etc)
---------------------------------
$4.1B net revenue
$1.8B income
The inferred SG&A is $2.3B for Paypal which is 56% of revenues.
Using the parent company Ebay for the allocation of SG&A we have:
48% Sales & Marketing
27% Product Development
25% General & Admin
The above is one example allocation for a business. Keep in mind early on for a growing company you shouldn't distribute earnings back to shareholders. That's not a good use of profit. It's better to put profits to fuel growth. Most growth companies do not have earnings because you get higher ROI putting profits back in the business than returning it to shareholders. When a company stabilizes at the end of an S-curve, that's when as a shareholder should demand dividends & profit so profits are not put into wasteful low return investments. Apple is a tricky one to evaluate because they are mature, but they always innovate. As a shareholder I would request dividends at their stage of the company because innovation stalls, opportunities become more limited, and that much cash is probably not needed anyways. Anyways, if you are going for n^2 network effect, all eyes should be on growth.
BTW it's interesting because Icahn and other are encouraging a spin-off and putting valuations on Paypal so it would be nice to see some analysis. If you just put a 20-25x multiple on Paypal's operating income you get a $36B - $45B valuation for Paypal and those are the valuation #'s being thrown around.
#2) If you compete against crypto-companies, all companies essentially converge towards zero or negligible revenue (transaction fees). The technology allows roughly free transactions so you shouldn't expect much profit. Just like the Internet disrupted the media industry and created a world of negligible profits for information & knowledge dissemination, the finance industry will realize the same fate. Value and wealth is created with all technology, so all the people benefit. It's just that work & jobs have to be remade and reallocated. Those in the finance industry will have to evolve and reshape their services much like those in the media industry had to....it will be the same with the legal profession...and governments are next...
.. but in the end it's just the natural progression.. well after the Bitcoin/blockchain Cambrian explosion that is..
#3) In the meantime I think we go after the traditional system and make money competing with the existing industry. Also it's not like fees are the only thing that matters. UI/UX and ease is incredibly important and Bitcoin has real disadvantages as a common payment network. (I still see Bitcoin as having potential as a future store of value/collectible/digital Gold because of its unique properties, but who knows for sure). Even if you charge 2.0-2.5% against Paypal and make the UX great you can still do well... and bitAssets is the key to that. You just have to expect cryptocurrencies to put pressure to keep lowering transaction fees from 2 - 2.5% down to something much smaller ...and that will happen sooner than later, but who knows. Just create a great UX and you can maintain fees for much longer. Also in the long run if BTS captures mass market share, I would assume early shareholders would sell off their shares and the most active users (businesses that transact a lot) may end up being the largest stakeholders and all transaction fees they generate would essentially go back to themselves. Or a better way to put it is the shareholders will own an amount proportional to their use.
4) So Paypal spends 56% of it's net revenue for operations but it's much more mature. I would say spend 100% of revenue early on. Ebay's allocation is 48% Sales & Marketing, 27% Product Dev, 25% General & Admin. I'd say start with 33% for Sales & Marketing, 33% for Product Dev, 33% for Business & General and go up and down from there.
5) There are two groups you have to consider. Consumers & traders/speculators. For the former, you can charge higher fees. For the latter to get liquidity you can't. I would use Paypal as a comparison for the former (3% fees), and current crypto exchange platforms for the latter. Bitfinex fees are: (0 - 0.1% for makers/ 0.2% for takers).
Competition for the wallet with lowest fees doesn't happen until there's a large user base that's in for the long haul. Even then, many users will just use the setup they're used to unless the fees are ridiculous.
Adding it at the protocol level is just unnecessary, and adds significant long term privacy concerns.
This is a solved problem. The model used by the light and web wallet developers will also function for referrals.
Yeah I prefer it outside the protocol level as well for the reasons you mention.