Mobile Camp Brighton “The Mobile Underground” – innovation in the depths of the mobile web Presentation February 2010

What is the “mobile underground” “ Underground” Definition: Located or operating beneath the earth's surface. “Hundreds of thousands of small mobile sites created by individuals and small companies and the tools and services around them which the mobile industry largely ignores”

“ Underground”

Definition: Located or operating beneath the earth's surface.

“Hundreds of thousands of small mobile sites created by individuals and small companies and the tools and services around them which the mobile industry largely ignores”

Example 1 – amateur ‘wap’ sites

Example 2 – dot mobi sites

A range of services are emerging around these sites 1. Site Builders 2. Affiliate networks 3. Plug-ins/ whitelabel services 4. Toplists and directories 5. Advertising

1. Site Builders

2. Affiliate networks

3. Plug-ins/ whitelabel services

4. Toplists and directories

5. Advertising

Services (1) Site builders WEN.RU wapamp.com Xtgem.com peperonity.com nastie.co.uk gamawap.com tagtag.com builder.port.su wux.ru goldwap.ru wap4.ru wapu.ru The big guys Others

WEN.RU wapamp.com Xtgem.com peperonity.com nastie.co.uk gamawap.com tagtag.com builder.port.su wux.ru goldwap.ru wap4.ru wapu.ru

Services (2) – Affiliate networks Mobpartner.com 33,300 mobile affiliates Majority small sites created by individuals Offer affiliate programmes through this network

Mobpartner.com

33,300 mobile affiliates

Majority small sites created by individuals

Offer affiliate programmes through this network

Services (3) – Plug-ins

Services (4) – Toplists and directories

Services (5) – Advertising

So what? Could be a distribution opportunity e.g. Youtube grew off back of myspace Some success stories already e.g. admob early growth in part due to these sites New business models e.g. mobile affiliate marketing Future mobile entrepreneurs and leaders probably building these types of sites now Development – opportunity for people to make money in developing world

Could be a distribution opportunity e.g. Youtube grew off back of myspace

Some success stories already e.g. admob early growth in part due to these sites

New business models e.g. mobile affiliate marketing

Future mobile entrepreneurs and leaders probably building these types of sites now

Development – opportunity for people to make money in developing world