Realising The Mobile Opportunity

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Presentation by Indigo 102 on how to approach mobile service development and commercialisation.

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Realising The Mobile Opportunity

  1. 1. INTRODUCTION<br />Mobile the opportunity<br />Indigo102© 2009<br />
  2. 2. WHAT WE DO<br />The business is based on supporting leading digital agencies, directory publishers, media owners and online service providers, helping them take brands mobile.<br />We specialise in:<br />Business and commercial strategy <br />Proposition development <br />Marketing and communications strategy <br />Go-to-market planning and execution <br />Business development and partnership strategy <br />Indigo102© 2009<br />
  3. 3. MOBILE is already a reality that is growing by the day<br />
  4. 4. MOBILE ENVIRONMENT<br />Indigo102© 2009<br />Active mobile Internet users<br />Demonstrates a high % of mobile Internet activity is being generated from relatively new device purchasers.<br />Source: M:Metrics April 2009<br />
  5. 5. MOBILE ENVIRONMENT<br />Indigo102© 2009<br />Device type (Active mobile Internet usage)<br />Demonstrates a very high % of mobile Internet activity is being generated from mid tier devices.<br />Source: M:Metrics April 2009<br />
  6. 6. UK MOBILE AD ENVIRONMENT<br />UK mobile ad revenues almost £30m (£28.6m*)<br />49.8% display based (Banners, text links etc.)<br />50.2% search based<br />Represents a 99.2% year on year growth<br />Most Interactive media platform, delivering results<br />Average click-rates 0.7% on branding campaigns <br />Average click-rates on 1.2% competition campaigns <br />Indigo102© 2009<br />*Souce: IAB 2009<br />
  7. 7. MOBILE is another channel but it has very different characteristics to fixed online<br />
  8. 8. REALITY<br />Indigo102© 2009<br />Reality of ‘mobile’ <br /><ul><li>device is very personal
  9. 9. communication medium
  10. 10. lifestyle orientated
  11. 11. user is paying (or perceives to be)
  12. 12. no-one ever reads a manual
  13. 13. device is generally difficult to use (relatively poor interface)</li></ul>Consumers when ‘mobile’<br /><ul><li>typically want something
  14. 14. immediacy is often critical
  15. 15. patience and tolerance is far less
  16. 16. relevance is key
  17. 17. pulling information is not an issue
  18. 18. actionable is a pre-requisite</li></li></ul><li>BROWSE<br />BOOKMARK.<br />
  19. 19. Read<br />
  20. 20. BROWSE<br />BOOKMARK.<br />
  21. 21. Read<br />SHARE.<br />
  22. 22. MOBILE =COMMUNICATION & SOCIAL<br />Both natural parts of our life<br />
  23. 23. APPLICATION ECOLOGY<br />Indigo102© 2009<br />Mobile eco system drive towards mass adoption<br />1st tier - social & community tools<br />(lifestyle choice)<br />2nd tier - functional tools<br />(lifestyle supportive)<br />3rd tier - information tools<br />(24hr’ism & personal)<br />
  24. 24. SOCIAL / SEARCH SERVICES (new one´s coming every day) <br />
  25. 25. 24hr SNAP SHOT<br />Indigo102© 2009<br />
  26. 26. SERVICE ECOLOGY<br />Indigo102© 2009<br />
  27. 27. THE APPROACH<br />
  28. 28. PRESENCE = LOGICAL, RELEVANT & TRUSTABLEThe ’how’, ’why’ and ’what’ is so important<br />
  29. 29. SOLUTIONS<br />Focus: Consumer engagement<br />(niche or mass market)<br />user centric<br />multi-platform<br />solid technology<br />high volume capable infrastructure<br />commercially optimised<br />
  30. 30. ENGAGEMENT = ATTRACTIVE, FUNCTIONAL & EASY TO USEServices have to offer utility and deliver results<br />
  31. 31. FEATURES<br />Speed and ease of use<br />auto-suggestion<br />auto-location<br />search integration<br />Utility<br />content integration<br />multi-media<br />personalisation<br />Device or service specific<br />iPhone (shake and swipe, look-up)<br />feed management<br />action and share (viral)<br />
  32. 32. DISCOVERY = ACCESSIBLE, COMPATIBLE & PERFORMANTSteps simply represent barriers<br />
  33. 33. DISTRIBUTION<br />Focus: Consumer engagement<br />(niche or mass market)<br />Direct:<br />Re-directed<br />Leveraged<br />Dedicated<br />Unchartered<br />In-direct:<br /><ul><li>Broadcast
  34. 34. Affiliated</li></li></ul><li>REVENUE = RELEVANT, INFLUENCING & ACTIONABLEEverything should firstly deliver value<br />
  35. 35. COMMERCIALISATION<br />Indigo102© 2009<br />Focus: Delivering valuable inventory<br />(attribute driven)<br />inventory development and management<br />campaign integration<br />campaign development<br />
  36. 36. REPORTING = KNOWLEDGE, COMPARISON & EVOLUTIONEverything in mobile is potentially measureable<br />
  37. 37. MEASUREMENT<br />Indigo102© 2009<br />DISCOVERY<br />ENGAGEMENT<br />ReveNUE<br />distribution channel<br />in-service activity<br />campaign tracking<br />
  38. 38. CORE PARTNERS<br />
  39. 39. ABOUT MOBILEPEOPLE<br />Established 2002<br />Headquarters in Copenhagen (DK)<br />Branch offices in Denver (US) and London (UK)<br />50+ employees<br />Backed by Nordic VC (Via Venture)<br />Indigo102© 2009<br />
  40. 40. WHAT THEY DO<br />Develop mobile applications for leading directory publishers, media owners and brands<br />Pan European, North America, Australasia and South Africa<br />Advertising Network and Sales operation in Nordics<br />Manage 95% of media owner’s banner inventory in home market<br />Indigo102© 2009<br />
  41. 41. CREDIBILITY= PROVEN TRACK RECORDDeveloping and operating services since 2002<br />
  42. 42. PRODUCTS AND SERVICES<br />EXTENSIVE EXPERIENCE & INTERNATIONAL DEPLOYMENTS<br /><ul><li>Products: liquid™ Mobile Local Media
  43. 43. Platforms: SMS, xHTML, Safari, iPhone SDK, BlackBerry, JAVA ME, (Android)
  44. 44. Launched Mobile Local Media services in 13 markets</li></ul>Indigo102© 2009<br />33<br />
  45. 45. CUSTOMERS<br />Indigo102© 2009<br />FOCUS ACROSS THE LOCAL SEARCH AND MEDIA ENVIRONMENTS<br />In the UK their customers include Yell Group and Trader Media Group.<br />
  46. 46. MEDIA<br />Indigo102© 2009<br />
  47. 47. LOCAL SEARCH<br />Indigo102© 2009<br />Developed services include client and browse applications. <br />
  48. 48. Indigo102© 2009<br />iPhone <br />Developed services include client, browse and hybrid applications. <br />
  49. 49. Indigo102© 2009<br />Martin Wilson<br />e: martin@indigo102.com<br />

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