Realising The Mobile Opportunity

INTRODUCTION
Mobile the opportunity
Indigo102© 2009

WHAT WE DO
The business is based on supporting leading digital agencies, directory publishers, media owners and online service providers, helping them take brands mobile.
We specialise in:
Business and commercial strategy
Proposition development
Marketing and communications strategy
Go-to-market planning and execution
Business development and partnership strategy
Indigo102© 2009

MOBILE is already a reality that is growing by the day

MOBILE ENVIRONMENT
Indigo102© 2009
Active mobile Internet users
Demonstrates a high % of mobile Internet activity is being generated from relatively new device purchasers.
Source: M:Metrics April 2009

MOBILE ENVIRONMENT
Indigo102© 2009
Device type (Active mobile Internet usage)
Demonstrates a very high % of mobile Internet activity is being generated from mid tier devices.
Source: M:Metrics April 2009

UK MOBILE AD ENVIRONMENT
UK mobile ad revenues almost £30m (£28.6m*)
49.8% display based (Banners, text links etc.)
50.2% search based
Represents a 99.2% year on year growth
Most Interactive media platform, delivering results
Average click-rates 0.7% on branding campaigns
Average click-rates on 1.2% competition campaigns
Indigo102© 2009
*Souce: IAB 2009

MOBILE is another channel but it has very different characteristics to fixed online

REALITY
Indigo102© 2009
Reality of ‘mobile’
device is very personal
communication medium
lifestyle orientated
user is paying (or perceives to be)
no-one ever reads a manual
device is generally difficult to use (relatively poor interface)
Consumers when ‘mobile’
typically want something
immediacy is often critical
patience and tolerance is far less
relevance is key
pulling information is not an issue
actionable is a pre-requisite

BROWSE
BOOKMARK.

Read
SHARE.

MOBILE =COMMUNICATION & SOCIAL
Both natural parts of our life

APPLICATION ECOLOGY
Indigo102© 2009
Mobile eco system drive towards mass adoption
1st tier - social & community tools
(lifestyle choice)
2nd tier - functional tools
(lifestyle supportive)
3rd tier - information tools
(24hr’ism & personal)

SOCIAL / SEARCH SERVICES (new one´s coming every day)

24hr SNAP SHOT
Indigo102© 2009

SERVICE ECOLOGY
Indigo102© 2009

THE APPROACH

PRESENCE = LOGICAL, RELEVANT & TRUSTABLEThe ’how’, ’why’ and ’what’ is so important

SOLUTIONS
Focus: Consumer engagement
(niche or mass market)
user centric
multi-platform
solid technology
high volume capable infrastructure
commercially optimised

ENGAGEMENT = ATTRACTIVE, FUNCTIONAL & EASY TO USEServices have to offer utility and deliver results

FEATURES
Speed and ease of use
auto-suggestion
auto-location
search integration
Utility
content integration
multi-media
personalisation
Device or service specific
iPhone (shake and swipe, look-up)
feed management
action and share (viral)

DISCOVERY = ACCESSIBLE, COMPATIBLE & PERFORMANTSteps simply represent barriers

DISTRIBUTION
Focus: Consumer engagement
(niche or mass market)
Direct:
Re-directed
Leveraged
Dedicated
Unchartered
In-direct:
Broadcast
Affiliated

REVENUE = RELEVANT, INFLUENCING & ACTIONABLEEverything should firstly deliver value

COMMERCIALISATION
Indigo102© 2009
Focus: Delivering valuable inventory
(attribute driven)
inventory development and management
campaign integration
campaign development

REPORTING = KNOWLEDGE, COMPARISON & EVOLUTIONEverything in mobile is potentially measureable

CORE PARTNERS

ABOUT MOBILEPEOPLE
Established 2002
Headquarters in Copenhagen (DK)
Branch offices in Denver (US) and London (UK)
50+ employees
Backed by Nordic VC (Via Venture)
Indigo102© 2009

WHAT THEY DO
Develop mobile applications for leading directory publishers, media owners and brands
Pan European, North America, Australasia and South Africa
Advertising Network and Sales operation in Nordics
Manage 95% of media owner’s banner inventory in home market
Indigo102© 2009

CREDIBILITY= PROVEN TRACK RECORDDeveloping and operating services since 2002

PRODUCTS AND SERVICES
EXTENSIVE EXPERIENCE & INTERNATIONAL DEPLOYMENTS
Products: liquid™ Mobile Local Media
Platforms: SMS, xHTML, Safari, iPhone SDK, BlackBerry, JAVA ME, (Android)
Launched Mobile Local Media services in 13 markets
Indigo102© 2009
33

CUSTOMERS
Indigo102© 2009
FOCUS ACROSS THE LOCAL SEARCH AND MEDIA ENVIRONMENTS
In the UK their customers include Yell Group and Trader Media Group.

Realising The Mobile Opportunity

by Martin Wilson on Aug 27, 2009

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