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Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
Telia Sonera Mobile Content Kmbs122009
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Telia Sonera Mobile Content Kmbs122009

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Telia Sonera Mobile Content …

Telia Sonera Mobile Content

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  1. TeliaSonera’s view on the mobile content business Mobile and Broadband Showcase, Kista 9.12.2008 Juhani Kivikangas Head of New Content Business Business Area Mobility Services 1
  2. Agenda • Current content market status – TeliaSonera market footprint – Usage behaviour • TeliaSonera’s content strategy – The operator role and purpose of content – Top 3 content focus areas – Business framework – mobile web 2.0 • Comments and questions 2
  3. Strong Mobile leadership Finland Subscriptions 2,573,000 Market share 40% Norway Subscriptions 1,573,000 Estonia Market share 32% Subscriptions 755,000 #1 Market share 48% #2 Sweden Subscriptions 5,091,000 #1 Market share 48% #1 Latvia Subscriptions 1,017,000 #1 Market share 49% #3 #1 Denmark Subscriptions 1,485,000 Market share 24% Lithuania Subscriptions 1,0965,000 Spain Market share 43% Subscriptions 627,000 Market share N/A Total Mobile subscriptions 15,086,000 Marketshare approx. per 30 June 2008. Market share based on customers 3
  4. SurfPort has over 1,5 million unique users per month • TeliaSonera’s mobile portal SurfPort runs in 7 markets and for 10 brands • Over 10% of total customer base use SurfPort #2 SWEDEN NORWAY FINLAND SWEDEN NORWAY FINLAND LITHUANIA ESTONIA DENMARK SPAIN 4
  5. Main usage reason: “Keeping up with news and results” and “Pass time” What is you first main reason for using SurfPort? Source: SurfPort customer survey by GFK, September 2008 5
  6. Usage situation: “One the move” and “nothing else to do” dominate Where/when do you use SurfPort the most often? Source: SurfPort customer survey by GFK, September 2008 6
  7. Agenda • Current content market status – TeliaSonera market footprint – Usage behaviour • TeliaSonera’s content strategy – The operator role and purpose of content – Top 3 content focus areas – Business framework – mobile web 2.0 • Comments and questions 7
  8. TeliaSonera’s role in content Towards End users • Help to explore and access Internet from a mobile device • Best content aggregation • Access to self services tools • Ensuring cost control Towards Content providers • Market window, traffic generator and sales channel • Billing enabler • Co-marketing possibilities Towards Advertisers • Inventory for ads and smart media channel 8
  9. What is the main purpose with Content for TeliaSonera? • Acquisition tool – campaigns and content bundles providing differentiation • ARPU driver - stimulation of mobile data usage, content sales revenues and mobile advertising • Customer retention – TS unique services will build loyalty and long term relation with customers 9
  10. Key success factors • Help end users get started - pre-configured handsets/clients • Improve end-user experience and interface • Ensure clear data pricing models with cost control • Actively participating in development of new business models • Common content management and distribution 10
  11. Content focus areas 1. Mobile Payment 2. Mobile advertising 3. Music 4. “Application Store” 11
  12. 1. Mobile payments • Drive mobile payment usage for non-mobile consumed content as tickets, public transportation, physical goods • NFC will boost mobile payments as consumers associate the quot;cool factorquot; and convenience with remote mobile payments. • Drive towards the “mobile wallet” vision, where the mobile phone replace credit cards, loyalty cards, keys etc.
  13. Mobile payment success stories Estonia – 63 % of all parking payments in Sweden – 2,2 million SMS tickets for Tallinn is done via mobile phone! public transportation sold in Oct 2008, 193% increase Top list of CPA customers: 1. Ericsson IPX 2. Public transportation 3. Mblox 4. Echovox 5. Netsize 6. Aspiro 7. Unwire 8. M-Quest 9. Jeansson Media 10. Apello 10.12.2008 13 13
  14. 2. Mobile advertising • Fastest growing media channel* • Large potential media channel* • Fastest growing • Accurate and detailed follow-up • Accurate and detailed follow-up • Alreadyadvertising in Mobile 5 markets • Mobile in show with use in and in 7 by 2009 reach-packet and Surf Open • Platform for advertising and search and ad-sales provided by a global partner • Inventory on SurfPort in Sweden and Denmark is sold out for Nov! * acc.to IRM institute -08 * acc.to IRM institute 14
  15. ”Mobile reach package” • Co-operation between TeliaSonera and the other local operators in Sweden, Estonia and Lithuania • Advertisers can reach all mobile customers on the opertor portals in one shot • Made mobile marketing easier in planning, guidelines and standards, and common metrics and measurement • The same ad zones in the same portal categories for all operator portals • CPM price model • Adidas on board as the first advertiser 15
  16. 3. TeliaSonera music – extensive coverage Offering Coverage • TeliaSonera local branded shops • 7 countries • Dual delivery (PC & Mobile) • 11 pay-per-download music shops • Differentiate by pre-releases, • 7-digit download figure (full track) exclusive content, sponsorships etc • 70 million consumers 16
  17. 4. ”TeliaSonera Application Store” • ”One-click” distance to easy used services • Intuitive downloading and provisioning of services • Helps sorting among coming 3rd party applications • Additional inventory for advertising business 17
  18. The Four Areas of the ”TeliaSonera Application Store” My Favourites Top Services Example of first page Promotional area for when launching. TS chosen services All downloaded & (MSN, Mobile TV, subscribed services Music etc) May also include promotions Services & Example of application shop micro services List of TeliaSonera’s Ordering taxi in own and 3rd party Helsinki area applications, e.g. games. (Finland) Widgets / micro services (e.g. tickets, weather, parking, SL, taxi) 19
  19. Mobile web 2.0 - four steps to build future business 20
  20. Step 1 – TS mobile channels Clients t m en p ay M- atio n g N avi Chat rated Co ntent Gene User Games TV Music SurfPort 21
  21. Step 1- Manage the end-user interface in TeliaSonera’s mobile channels • Take ownership of the mobile interface using customer-friendly Clients and Softkeys to our services 22
  22. Step 2 – Editorial work Clients Editorial t m en p ay M- atio n g N avi Chat rated Co ntent Gene User Games TV Music SurfPort 23
  23. Improve service attractiveness and customer experience by editorial work (2) • E.g. Music shop Music store with 4 million songs Dual delivery Mobile access Broadband access 24
  24. Step 3 – off portal browsing Clients Editorial t m en p ay M- atio n g N avi Chat rated Co ntent Gene User Games TV Music SurfPort SurfOpen 25
  25. Step 3- Improved customer experience for off- portal browsing SurfOpen • Makes it easier to reach the open internet • Toolbar for easy surf, incl search and home • Makes up to 70% faster mobile surfing • More than 50% of the Lithuanian population has used Surf Open • Surf Open will be launched in all TS markets during 2009 26
  26. Step 4 - Advertising Clients Editorial Advertising Framework t m en p ay M- atio n g N avi Chat UGC Games TV Music SurfPort SurfOpen 27
  27. Step 4 - Mobile advertising landscape Advertisers Local ad seller Prime ad seller Local ad seller Local ad seller Prime ad network/platform Value screen Surfport Surfopen Search Mobile Shop Mobile Shop Mobile Shop Banner ads Banner ads Banner ads Sponsored Banner ads Banner ads Banner ads (+search) (+search) (+search) links ads (+search) (+search) (+search) Customer profiling/ CRM / Datamining / Location info / …”enablers” 28
  28. How to make money in the “new world” Content € Enablers € Access & Advertising Traffic € € 29
  29. This will be the operator role Clients Editorial Advertising Framework in Mobile world 2.0 t m en p ay M- atio n g N avi Chat t onten ated C Ge ner User Games TV Music SurfPort SurfOpen 30
  30. Thank You! Time for comments and questions juhani.kivikangas@teliasonera.com 31

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