Page 1Copyright © 2008 mobilePeople
Mobile potential for directory providers
» Driving revenue from the European directory environment
Martin WilsonManaging Director
Page 2Copyright © 2008 mobilePeople
About mobilePeople
mobilePeople is the global leader in local mobile search & advertising solutions for publishers
•Privately held, Founded in 2002, now 50+ employees
•Investor: Via Venture Partners (VC)
•Products: Mobile Search, Maps and Advertising
•Launched with publishers in 12 markets (8 languages)
•Headquarters in Copenhagen (DK), branch offices in London (UK),
Melbourne (AUS), Denver (US)
www.mobilepeople.com
Page 3Copyright © 2008 mobilePeople
Topics
» Directory landscape
» Products in action today
» Revenue opportunity
» European/Global opportunity
Page 4Copyright © 2008 mobilePeople
Directory providers’ unique strengths
Directory providers typically have a set of unique strengths in the local space that sharply differentiate them from competitors. The most important strength, the one that presents the highest barrier to entry to
competitors such as portals, is their highly developed and effective sales force.
In addition, it is believed that the majority have a variety of additional strengths that are also deemed to be important. These are:
buyer-centric search engine, that eliminates most irrelevant search results found on portals
well developed classification taxonomy, including thesaurus, key words, and attributes
sophisticated location taxonomy
strong position and brand recognition in the local market
Page 5Copyright © 2008 mobilePeople
Landscape has changed, but...
» Directory providers are no longer just in the directory space Now will be competing in the ‘Local information’ sector
» All have brands that is both recognised and understood by consumers Challenge is to build a mobile presence based on core competencies, then offer utility
» Build around core strength of rich, comprehensive and structured content Speed and ease of use are paramount
Content will support the decision process and add value
Actionable results are essential
» Users will deliver sustained usage levels Mass market approach to mid and high tier devices, rather than by niches
Goal is to deliver penetration of the mobile Internet user base
» Directory providers are better placed to commercialise the channel than most Existing relationships with many SMBs
Page 6Copyright © 2008 mobilePeople
Products in action
Customer: (UK)
Service:
Description: Client* and Browse applications
Features: - Yellow Pages style search
- Auto suggest*
- Click-to-call
- Maps and directions
- Send to friend*
- Save to contacts*
Product:
LOCAL
Page 7Copyright © 2008 mobilePeople
Auto-suggest
» Dramatically improves usability
» Top categories included» Main cities and towns included
» Remembers user entered terms
Page 8Copyright © 2008 mobilePeople
Products in action
Customer:
Service:
Description: Client application and browser
Features: - Yellow and White Pages search
- Media search: news, Wikipedia..
- Images, ringtones
- Maps
- Auto suggest
- - Click-to-call
»
Product:
LOCAL+
Truvo (World Directories) (BE, PT, IE)
Page 9Copyright © 2008 mobilePeople
Products in action
Customer: (UK)
Service:
Description: Client application
Features: - Yellow Pages search
- Address and POI look-up
- Scroll and pan maps
- Over layed routes
- Auto suggest
- Click-to-call
- Send to friend
Product:
MAPs+
Page 10Copyright © 2008 mobilePeople
» Dynamic raster tiled maps, overlayed routes Benchmarked on Google, out performs in no. areas
Some of most advanced map technology deployed
» Free form address and POI search
» Accurate street and place searching i.e.2 St Thomas Street , Winchester, SO23 9HE
» POI searching Nelson’s Column
» Additional applications for usage Full European/USA search offering
Dynamic raster maps, address & POI look up
Page 11Copyright © 2008 mobilePeople
Strategic focus for Directory Providers
The core strategic focus for mobile services will be to grow service transactions (usage) to their platforms, as ultimately usage will be the supporter of monetisation.
A second strategic focus will be to maximise and to support in the delivery of commercial value from the mobile services.
Page 12Copyright © 2008 mobilePeople
Business/service model (FR)
User acquisitioning is key to generate sustainable volumes of searches.
2007 2008 2009 2010 2011
France - regular mobile Internet users (000s) 10,758 14,750 18,462 20,722 23,124
Pages Jaunes mobile (000s)
Market capture - 7% 753 1,033 1,292 1,451 1,619
Market capture - 10% - 1,475 1,846 2,072 2,312
Market capture - 15% - 2,213 2,769 3,108 3,469
Market capture - 20% - 2,950 3,692 4,144 4,625
Market capture - 24% - 3,540 4,431 4,973 5,550
Target market capture (000s) 753 1,033 1,846 3,108 4,625
Average searches per user 18 18 36 36 36
Total searches (000s) 13,555 18,586 66,461 111,896 166,495
Source:Internet users - Forrester Research 2007 Growth and activity – Based on Internal estimates
Page 13Copyright © 2008 mobilePeople
Revenue potential – benchmark e2010/11
Mobile Internet revenue (FR segment)
Reach 20% = e4.6m regular active users
Usage est. = 36 times per year / 63 times per year
E2010/11 = 166.5m visits (searches) / 291.4m visits (searches)
Visit value = €0.47
Potential E2010/11 = €78.2m / € 136.9m
Page 14Copyright © 2008 mobilePeople
Business/service model (UK)
Again focusing on user acquisition..
2007 2008 2009 2010 2011
UK - regular mobile Internet users (000s) 20,010 23,488 25,628 27,303 27,849
Yell mobile (000s)
Market capture - 1.2% 240 282 308 328 334
Market capture - 2% 470 513 546 557
Market capture - 6% 1,538 1,638 1,671
Market capture - 12% 3,276 3,342
Market capture - 20% 5,570
Target market capture (000s) 240 470 1,538 3,276 5,570
Average searches per user 24 24 36 36 36
Total Searches (000s) 5,763 11,274 55,357 117,951 200,516
Source:Internet users - Forrester Research 2007 Growth and activity – Based on Internal estimates
Page 15Copyright © 2008 mobilePeople
Commercial approaches
When ready to commercialise different commercial approaches can be seamlessly deployed to the services:
Presence based on sponsorship or tenancy
Prominence based on prioritised results – Content, Keyword or Location related
Performance based on user actions – Call, Click, Book, Buy…
All can be supported by the existing mobilePeople ad server and ad solutions.
Page 16Copyright © 2008 mobilePeople
Real Commercial opportunity
Advertising spend€000s
Customer volumes000s
Search EngineStrong hold
Directory ProviderStrong hold
Large brandadvertisers
Mid-tier brand/MEadvertisers
Local/SMBadvertisers
Opportunity
Page 17Copyright © 2008 mobilePeople
We offer home andoffice contracts. Wecreate beautifulBouquets and handtieds.
Corner House Parade,Epsom Road,Surrey Kt17 1NX
CallMap/directionsSave to address book
Real opportunity for partnership
Advertisers(via DP’s)
long tail
Optimised content:•Business results/Local information•Landing page/ Info page/AdSite•Rich content – Images, Videos, User gen.
Bu
sin
ess/
Dis
trib
uti
on
log
ic
Application (MP)
Onward actions:•Call, Booking, Ordering, Buy.. •Coupons, Promotions, Surveys...•Maps, Directions…
Reach (channels)
Local Search
Search Engines
Social networks
Carriers portals
Directory Assistance
Handset manufactures
Navigation devices
Etc.
Audience
Opportunity