MBS09 Digital Entertainment Services jenseits von “Pay per Download” - Praxisbeispiele & Ideen Sven Visscher (Vice President Product Management, arvato mobile, Hamburg)

arvato mobile n Founded 1999, more than 250 employees in 12 locations n arvato mobile is owned by AMME, a digital media investment company owned by Mondia and the Abu Dhabi Group, one of the Middle East's largest investment holding companies n Enables Digital Entertainment Services by offering “white label” solutions Media Symposium 2009 Stuttgart, 09. Juli 2009 Digital Entertainment Services jenseits von “Pay per Download” Praxisbeispiele & Ideen -2- © arvato mobile 2009 Value Chain Market: Digital Content Business (PWC) Global Mobile Entertainment 2008 2012 Growth Music 5,83 10,25 75,75 % 2008 2012 Games 7,25 13,47 85,67 % Video 6,7* 18,2* 171,6 %* Total 19,79 41,92 111,86 % Source: PWC Global Entertainment and Media Outlook 2008-2012; Music Games Video *Portio Research / in Billion USD Global Online Entertainment 2008 2012 Growth Music 3,52 8,58 143,51 % 2008 2012 Games 8,06 14,36 78,13% Video 3,89 10,84 178,43 Total 23,9 47,2 97,49 Source: PWC Global Entertainment and Media Outlook 2008-2012 / Music Games Video in Billion USD -3- © arvato mobile 2009 -4- © arvato mobile 2009 1

Market: Digital Music Downloads (Bitkom) The Changing Market Download to own Business model DRM protected flexible business models … Devices and Usability bigger display | more memory | | gps | camera | touch screen | Content New kinds of digital content are the rising stars of tomorrow Player OEM‘s, labels and other players enter the market for digital content aggressively … Which business model will generate revenues in the next 5 years? Paid content, ad funded services, events or ….. -5- © arvato mobile 2009 -6- © arvato mobile 2009 What enables your business model? Apple: iTunes Content n Strong –well known- brand, great usability, cross content, fully integrated n Proprietary (mobile = only iPhone/iPod Touch!), no subscription service (until now) Usage License DRM (optional) Parameter Channel Delivery Business Model -7- © arvato mobile 2009 -8- © arvato mobile 2009 2

Nokia: OVI arvato mobile: GETMO n Cross content n Proprietary (only NOKIA), services are not integrated completely n Offers all kinds of digital content; online and mobile n Offers advertising based as well as payment based business models n For music it is a mixture of „DTO“ & „Tethered Subscription“ -9- © arvato mobile 2009 -10- © arvato mobile 2009 Digital Entertainment…”a means to an end” Acquisition of new customers…in a long term view? Hardware Loyalty Program Access Provider n Does physical bonus ensure customers loyalty in the long term? Media Brands Manufacturer Provider (ISPs, MNOs…) n Can you stay in contact with the customer by offering “prize reduced coffee machines”? extend reach, get new customers keep customers corporate image get traffic brand sell products … earn money :-) all you can eat / virtual currencies content preloaded / subscriptions bundled -11- © arvato mobile 2009 -12- © arvato mobile 2009 3

Telefonica Music Flatrate TDC Danmark n Since May 2008 Telefonica offers the music flat rate in combination with a DSL contract n In 2008, TDC launched PLAY, a service that provides DSL, cable and mobile customers with n Customers can download an unlimited amount of music tracks, based on gnab 2.0 unlimited music download – as part of their monthly subscription n Service is temporary and ends after 12 month n TDC reduces churn by 50 percent by giving away music for free! n Music Flat Extension is possible in addition to the renewed DSL contract or by paying a n 70 million downloads in one year monthly fee n Success: increased base of DSL customers, minimized churn rate (after 12 month) 700 -13- © arvato mobile 2009 -14- © arvato mobile 2009 Loyalty Programs Voucher n Will the required minimum amount of points are convince the customer to n Credit Voucher (e.g. 10 €) free choice, limited value enter the program, especially if the availability of prizes are limited? (beside the fact, unused points are part of the business model) n Article Voucher for specific article, artists etc. n Catalog Voucher for the full or limited catalogue n Subscription Voucher time based usage of the service or content Measurement of campaigns is possible using individual vouchers Endless Source: HipHop 4free „hy13kaldp192“ 100 Tracks „hy13kaldp192“ -15- © arvato mobile 2009 -16- © arvato mobile 2009 4

CokeFridge getmo.ae Source: -17- © arvato mobile 2009 -18- © arvato mobile 2009 getmo.ae Samsung mobile & GETMO.ae n Scratch-cards are ad-funded or can be purchased as well n Scratch-card bundled with specific SAMSUNG phones in the targeted region -19- © arvato mobile 2009 -20- © arvato mobile 2009 5

Content Preloaded or Bundled Preloaded Bundled Example: Example: how to offer such complex services easily? „COLDPLAY inside Get the latest album of Coldplay preinstalled on XYZ“ -21- © arvato mobile 2009 Shop API Scenarios to delivery content services… §Complete shop §API to backend solution (content & §XML export of services incl. backend & frontend) structure & meta data content delivery (opt. binaries) §Partner integrates Shop API Access to single moduls (flexible version) / Access to defined modul bundles §Partner integrates into his frontend (comfort version) into his backend §Partner integrates Backend moduls into his frontend Intermedia Shop User Delivery Payment Metadata Information Advertisment Frontend User License Mobile PC Shop API Service Data Wallet Factoring Voucher Offline Online Handset MSISDN Ad ad flex Network Content Gateway Backend Backend Sub- Dual Operations scription Delivery Service Service Operations Content Content Content Operations Service Service Service -23- © arvato mobile 2009 -24- © arvato mobile 2009 6

Thank you! Sven Visscher VP Product & Solution Management arvato mobile GmbH Kehrwieder 8 20457 Hamburg Germany sven.visscher@arvato-mobile.de fon +49 40 38617 616 cell +49 172 294 40 01 -25- © arvato mobile 2009 7

MBS09 Digital Entertainment Services jenseits von “Pay per Download” - Praxisbeispiele & Ideen Sven Visscher (Vice President Product Management, arvato mobile, Hamburg)

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MBS09 Digital Entertainment Services jenseits von “Pay per Download” - Praxisbeispiele & Ideen Sven Visscher (Vice President Product Management, arvato mobile, Hamburg) — Presentation Transcript

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