PTOLEMUS - SWC - Mobile Social Networking - May 2009

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From MSN to Mobile Social Networking

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PTOLEMUS - SWC - Mobile Social Networking - May 2009

  1. 1. Rediscover M.S.N. Strategies for Mobile Companies Frederic Bruneteau - May 15, 2009 PTOLEMUS Consulting Group
  2. 2. From MSN to M.S.N. M.S.N. • It started with teenagers • It starts with geeks (on mobile • It was addictive at least) • It will be addictive • It impacted -mostly- their • It will impact their real life virtual life • It’s about how to lose time and • It was - mostly -about how to gain some time and money lose time • It can be with everybody • It was with friends • It partly arrives from the US • It arrived from the US • It is -often- not in an island • It is an island • It will be used by Facebook or • It was replaced by Facebook replace it PTOLEMUS M.S.N. stands for Mobile Social Networking Strictly confidential 2 Dec. 2008
  3. 3. Dozens of companies have been created around M.S.N. M.S.N. • Fantastic amount of innovation and… imitation • Most sites have a web and a wap interface • Interests can vary from dating, meeting friends, sharing trip destinations, sharing hot spots • Most have been created in the US, Germany and Spain PTOLEMUS Strictly confidential 2 Dec. 2008
  4. 4. These pioneers are making new user experiences possible M.S.N. CitySense, a live hot spot TellMeWhere, a graded finder placefinder Mobiluck, a friendfinder and communication platform PTOLEMUS
  5. 5. For mobile, a number of barriers to take-off remain GPS users will remain a minority Other obstacles exist M.S.N. • Battery life uptime is still an issue Number of users worldwide • The need to have a data bundle reduces addressable market Mobile phone users • No data bundle abroad. Most GPS-enabled mobile users 5.6 billion applications require a large data plan and cannot be used abroad, when you need it most 3.1 billion • The biggest customer base owners (mobile operators, Yahoo!, etc.) have not developed / leveraged MSN applications 0.7 billion 0.2 billion • Business models are not mature 2007 2013 • Speed and accuracy of location are often not sufficient PTOLEMUS Sources: ABI Research, Juniper Research, PTOLEMUS
  6. 6. Virtually all high tech leaders have invested in acquiring M.S.N. companies or enablers M.S.N. • Companies have invested to gain - Technologies (e.g. Keyhole) - Assets / brands (Multimap) - Time (Panoramio) • Mobile operators seem to join PTOLEMUS
  7. 7. M.S.N. Tech giants also want to put you in the map With Vine, With Latitude, Google leverages its Google We expect R.C.S. to Microsoft brings the Maps investment and its Gmail contact also include location location to Windows database mid-term Live PTOLEMUS
  8. 8. Within a few years, we will be able to make M.S.N. dynamic people search People PTOLEMUS Strictly confidential 2 Dec. 2008
  9. 9. Within a few years, we will be able to make M.S.N. dynamic people search People Eric Montagne PTOLEMUS Strictly confidential 2 Dec. 2008
  10. 10. Within a few years, we will be able to make M.S.N. dynamic people search Eric Montagne 1 est à l’Hȏtel Raphaël. Eric est occupé en ce moment: - Laisser un message - Aller à l’Hȏtel Raphaël. Envoyer sur Latitude. PTOLEMUS Strictly confidential 2 Dec. 2008
  11. 11. However, all players need to solve the first M.S.N. problem, i.e. reach a critical mass of users PTOLEMUS Strictly confidential 2 Dec. 2008
  12. 12. Gaining the trust of users to give you your M.S.N. location is the 2nd huge barrier Xy Xy Xy Xy Xy Xy Xy Xy Xy Xy Xy Xy Xy Xy Xy Xy Xy Xy PTOLEMUS Strictly confidential 2 Dec. 2008
  13. 13. We believe most applications mostly centered M.S.N. around location will struggle on their own • It is easier to create a M.S.N. application than to gain a customer base of several millions of customers • People give their trust only when - They know and trust already the provider - They have heard about it from colleagues, friends and family - There no other psychological barriers (paid-for, risk) - There is something in it for them • In the case of the location, you need to be «whiter than white» - Giving your location to Google or Microsoft appears frightening to most people - You need to have a well-understood interest that does not scare people: TomTom Map Share PTOLEMUS Strictly confidential 2 Dec. 2008
  14. 14. Instead, successful applications of M.S.N. will M.S.N. enable the satisfaction of concrete user cases TripIt, a temporary community that forms when you are travelling PTOLEMUS Strictly confidential 2 Dec. 2008
  15. 15. Instead, successful applications of M.S.N. will M.S.N. enable the satisfaction of concrete user cases Coyote, a temporary community that forms whenever you are on the road • There is a clear benefit that is shared by the community • Users’ location is kept secret • Usage is not a terminal that you have on a permanent basis • Target users are ready to buy a custom fit device and to pay a subscription PTOLEMUS
  16. 16. Instead, successful applications of M.S.N. will M.S.N. enable the satisfaction of concrete user cases Geomate.jr offers a geocaching device for $69.95 • 250,000 geocaches in the US • A temporary community around a game • Users’ location is kept secret • Usage is not a terminal that you have on a permanent basis Geocaching, a global treasure hunt in which participants hunt down hidden objects PTOLEMUS using satellite navigation and Web-posted coordinates and replace the items with something else confidential Strictly 2 Dec. 2008
  17. 17. Multiple players can develop social networks M.S.N. What is needed - A large community of users that trust you Meetic could go much - The possibility to ask them to use their mobile further Mobile operators have clear levers to pull • Introducing location on communities used by teenagers such as chat • Create an open location enabler / environment using your community • They can give away location-based services to generate more revenues from data bundles Strictly confidential 2 Dec. 2008 PTOLEMUS
  18. 18. M.S.N. is more than meeting friends and dating M.S.N. • Existing social networks, i.e. Facebook, LinkedIn, Viadeo, are best placed to leverage M.S.N. but have been slow • Other customer base owners, notably mobile operators, can also leverage their own base with voluntary services • Breakthroughs will come from - Best-in-class management of privacy options - Automatic background reporting of location - Linkage to very large customer bases (think about SMS interworking), i.e. partnerships PTOLEMUS
  19. 19. Recipe to succeed could be to remain pragmatic and use what is available M.S.N. • Use ad hoc social networks, not • A SIP (Simple Important Problem) necessarily permanent ones needs to be solved first before controlling the whole life of your • GPS accuracy is not always customer! necessary. Cell-based location is • Don’t hesitate to use (and build) generally good enough for most any kind of mobile devices applications. - M.S.N. on mobile will really start in 2009 but most of «normal» customers will be out - Specific, on-purpose devices can reduce usage • Social networks need not be live constraints or even dynamic for the start. A database can be good enough (cf. • Try to educate your customer Panoramio). base about these services by giving them for free at the beginning PTOLEMUS Strictly confidential 2 Dec. 2008
  20. 20. Thank you Strategies for Mobile Companies PTOLEMUS Consulting Group Sarphatipark 84-II Amsterdam 1073 EB Tel.: +31 6 42 69 50 66 contact@ptolemus.com www.ptolemus.com PTOLEMUS Consulting Group

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