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Panel: Industry Update on New Mobile Devices and Portable ... Panel: Industry Update on New Mobile Devices and Portable ... Presentation Transcript

  • Connected and Mobile 2006 Elizabeth Mackey VP/GM eReader/Motricity IDPF 2006
  • Motricity Corporate Overview Leading Customer Base World leader in Mobile Marketplace Management …delivering the right content, to the right device, at the right time – EVERY TIME
    • 120 MM+ consumer footprint
    • 600,000+ digital media files
    • 10,000+ content providers in our Network
    • Global Presence: North Carolina (HQ), London, Beijing, Munich, San Diego
    • 300+ Employees
    What We Do Large Footprint Growing Team Strong Investors External Validation
  • Leading the Mobile Market
    • Enabling more than 120 million subscribers worldwide
    • Delivered over 200 million paid downloads in 2005
    • Powered over $500 million in content revenues
    • Over 10,000 content providers
    • Over 600,000 applications and digital media
    • Over 200 handsets models have been tested and certified by Motricity
  • Case Study: Raising the Bar at Cingular Cingular 1Q’05 Financial Release Data ARPU Cingular introduces Motricity’s Fuel Platform – quarterly Data ARPU increases from $1.10 to $3.70 Powering more than $1 million per day in mobile content revenues for the World’s 3rd Largest GSM carrier with 51 million subscribers
    • Longtime leader in ebooks
    • 0ver 17,000 titles
    • Supports
      • PC’s/laptops – Windows, Macs
      • PDA’s – Palm, Windows Mobile, Pocket PC
      • Phones – Symbian Series 60
      • and UIQ
    • Own ecommerce site – eReader.com
  • Annual Renewal of Devices is Strong
    • Mobile Phone Shipments reached 120 mill in 2005 and roughly remain at this level in subsequent years
    million
  • Leaps in Smartphone User Growth
    • Smartphone users increase from 2% of wireless subscribers in 2005 to over 25% of base by 2010
    million
  • User Base Grows Incrementally
    • On the user side, s ubscriber penetration will reach 70% by 2006 and 75% by 2010
    million
  • Access to a Diverse Mix of Users Age
  • We Live in a Mobile Universe…
    • 14 million users download ringtones, 70% are under 35
    • 10 million users download games, 50% are under 35
    • Downloading is EASY
    • Add photos of users
  • 2006 Premium Content Sales Mix The North American premium content market is projected to finish 2006 at $2.8 billion. Information Services & Applications Personalization & Games Entertainment Source: Strategy Analytics, 2005
  • North American Premium Content Market Personalization Entertainment Information Services Applications In 2010, North America will grow to a $9.1 billion dollar market. 35% CAGR from 2006 to 2010 $2.8 Billion Source: Strategy Analytics, 2005
  • Portability creates demand
    • iPods – music anywhere, anytime
    • Video iPods – video anywhere, anytime
    • Play stations – gaming anywhere, anytime
    • DVR – not quite, but they watch more TV
    • Web – reading anywhere, anytime
    And this TREND started in PRINT!
  • More time spent with mobile media PER DAY
  • If You’re Not on Their Screen, You’re Not in Their World
    • The one item we never leave home without
    • Communication
    • Information
    • Entertainment
    • Work applications
    • Productivity
    • Camera
      • In the US, in 2005 31 million users downloaded
      • 575 million games, graphics and ringtones
      • totaling $1.3 billion in revenue
  • Approaching the Final Frontier of Portable Convergence Music Video Browsing Games Books … + + Multiple types of Infotainment Multiple types of Communication Calls Text messaging Picture messaging Email … Multiple types of mCommerce A la carte Subscription Premium SMS …
      • All in ONE place
    And improvements in screen size, # pixels and color depth for video …. this all is GOOD for BOOKS too.
  • Some Challenges We Still Face
    • Multiple operating systems
      • Palm
      • Windows
      • Symbian
      • SONY
      • ETI
      • RIM
      • iPod
      • PC’s
      • Mac’s
  • And More Challenges
    • And multiple devices from multiple manufacturers
    • Treo’s
    • Blackberries
    • New entrants – SONY, IREX, Hitachi
  • The Killer device
    • It’s what we all want
    • We aren’t there yet
    • The $100 computer – one laptop per child
      • In production March 2007, with ebook screen
      • 7 million units, 7 countries WW
    • Apple’s iPod
    • For perspective
      • 13.5 million iPods sold vs. 120 million phones (US, 2005)
    • 50 years of technology in portable music
    • Consume music differently
        • By song, Over and over
        • How many times have you heard your favorite song, how many times have you read your favorite book
        • Set trends for music and videos, but proprietary
    The Killer Device
  • What we can do – Enhance the functionality
    • OTA delivery
    • MP3 support
    • Search inside the book
    • Multiple language support
    • Downloadable catalogs
    • Support standards
  • What Publishers can do
    • More titles
    • Good “Filters” are critical*
    • “Info Snacks” - shorter and smaller**
    • Niche markets and the long tail*
    • New models – subscriptions
    * Chris Anderson ** John Kilcullen
  • Marketing opportunities
    • Critical to reaching the mobile user:
      • Community programs &
      • social networking
      • Loyalty programs
      • Subscriptions
        • iAmplify: audio and video
        • direct to the consumer
        • @ $10 month
  • More Marketing Opportunities
    • Bundles
      • EVERY mobile device should come with a free book
      • Title bundles
  • Even More Marketing Opportunities
    • Push technology – direct delivery to the device
      • Harlequin on the GO
        • Chapter a day
        • Subscription based/
        • $2.49 a month
      • SMS alerts
  • Not to be forgotten
    • Libraries – remember when libraries were dying? Now I can’t find a parking space
      • Opportunity to try before you buy
      • Need to work out better model among publishers, libraries and software and hardware vendors
  • Online Marketing Snapshot
    • eCommerce has grown 25% annually in prior 2 years, but at $143 billion less than 2.5% of total US retail sales – HUGE Growth potential
    • Best Sources for Website visitors
      • Paid Search
      • Search Engine Optimization
        • online advertising
  • eBooks Today…
    • 72% of ebook readers shop for books at least 3x a month
    • 92% have never been able to borrow an ebook from a library
    • 99% say GOOD SELECTION is critical, but only half of them find the selection above average
    • Pricing and DRM – remains a challenge
  • But keep in mind…
    • Online shopping is directed activity
    • Online shoppers price compare, but they don’t “window shop”
    • Use online stores as a search tool rather than shopping as entertainment
    • 20-30% of sales online are web exclusive products NOT available in stores
    * Marketing Sherpa ecommerce benchmark guide 2006
  • eBooks Tomorrow…
    • There is tremendous upside potential for eBooks
    • The market and devices are ready
    • Together we can take it to the next level
    35% CAGR from 2006 to 2010 $2.8 Billion
  • Connected and Mobile 2006 Elizabeth Mackey VP/GM eReader/Motricity IDPF 2006