Thinking Big on the Small Screen - Keren Flavell

transcript

Thinking BIG onthe SMALL screen

SummarySummary

• Why consider mobile• How to reach audiences• Distribution options• How to create revenue

Why Consider the MobileWhy Consider the Mobile

• 2.5 billion mobile subscribers by theend of 2006

• Transformation of handset capability• Usage changing• Ubiquitous connectivity

Mobile Mobile vs vs InternetInternet

• Portable, so always with you• Totally personal• Always on• Embedded payment system• Most widely spread

Mass to NicheMass to Niche

• Most personal device of our time• Mobile is becoming everything

(payments, ticketing, keys)• Absolute customization as 1 on 1

Mobile ConsumptionMobile Consumption

Popular ContentPopular Content

Mobile platform formatsMobile platform formats

• SMS• MMS• WAP• XHTML• J2ME• Flash

Portal Portal vs vs Off-portalOff-portal

• Telcos are your main link with theaudience at this stage

• Portals are the telco endorsed content• Enable micro-payments for content• Is the best priced method for the user

Telco PortalsTelco Portals

• Vodafone Live• Telstra I-mode• Big Pond Mobile• Planet 3• Optus Zoo / MyZooNow (3G push)

Role of AggregatorsRole of Aggregators

• Have established relationship withTelco

• Infrastructure to supply on behalf ofthird parties

• Manages billing and premium services• Can distribute content internationally

AggregatorsAggregators

• HWW• TigerSpike• SoundBuzz• Legion• Fifth Finger

• Mnet• Mercury Mobility• Mobile365• Beehive• Communicator

Interactive

Distribution ChainDistribution Chain

Independent DistributionIndependent Distribution

• Off-portal m-site• Bluetooth• Download via website• RSS

ChallengesChallenges

• Marketing, marketing, marketing• Technical compatibility• File size limitations• Audience capabilities

Handset IssuesHandset Issues

• Huge variety of handsets mostly runningdifferent software

• In Australia 32 different 3G handsets and 290overall

• Content must be rendered to suit handset• Battery life is low• Screen sizes differ• Windows Media Player or Real Player• Phone memory - total file size is an issue and

buffer size for video to play

User ExperienceUser Experience

• It is difficult for phone users to find what dataservices are on offer. It takes an average of 120-150seconds to locate content. Being able to quicklydiscover data services is the single most importantfactor in determining how likely a service is to beused:A recent study from User Analytics found that:80% of 18-24 year olds aborted downloads if theydid not receive their content in 10 seconds.Once response times slowed much beyond fiveseconds, completion rates started to drop.On a slow network, with response times closer to tenseconds, over 80% of people either abandoned thetask or said they would turn to an alternativeinformation source.

Mobile User NeedsMobile User Needs

• Capability – fit for purpose; does what youwant/need

• Ease of use – users don’t like to think; just getthe task done

• Money – cost effective, perceived value formoney,transparency of costs

• Ubiquity – movement, communicate, playon the move

• Immediacy – of both voice & datacommunications

• Self expression – user empowerment,personalisation, customisation, content &trendy brand association, differentiation

• Reassurance – Quality of Service (QoS),confidence in recognised credentials

• Community – communications, sharing ofmobile content and experiences

• Choice – a variety of data services andinterfaces personalised by the user

Issues for AudiencesIssues for Audiences

Cost• Download charges are exorbitant in

Australia• Portal content offers best value

Knowledge• Need better explanation at retail level• Need better advertising and marketing

(promoting films not the cinema complex)

Preferred Payment MethodPreferred Payment Method

Key Success FactorsKey Success Factors

• Community features• Easy navigation• Fast loading• Multi-format publishing (SMS, widget,

off-portal, portal)• Relevant, personal and timely

User GeneratedUser Generated

Kink community activity in 2 months• 36,000 SMS/MMS• 450,000 comments• 1.3 million votes

Funky Sexy Cool• Over 100,000 registered users• Average user session 30 minutes• Average user views 2000 pages per month• ARPU $9

Cyworld Cyworld –– Sth Sth KoreaKorea

• CyWorld – community system, blog, 12million subscribers on web in April 2005

• Personalization of the space• 750,000 mobile users, 2.9 million USD• 15% of 12 million using photo upload

Keren FlavellKeren Flavell

OMG.OMG.tvtv

keren@omg.tvkeren@omg.tv

Thinking Big on the Small Screen - Keren Flavell

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