Bebo Mobile
“ If it doesn’t work on a billion phones, don’t bother” Bebo’s approach to mobile social networking Jordy Mont-Reynaud Lea...
What is Bebo? <ul><li>A social media network which combines community, self-expression and entertainment </li></ul><ul><ul...
Bebo US Audience Growth 12,000 Number of Daily US Registrations (300,000+ per month) Bebo US Audience Growth
Beboers most Engaged Comscore June 07 Beboers More Engaged Bebo users spend more time and view more pages than MySpace and...
Be ‘Engaged’ - Users LOVE to Share & Watch Users love to share and watch
Mobile as the “7 th  Mass Media” 1 1. Source: Tomi Ahonen http://communities-dominate.blogs.com/brands/2007/02/mobile_the_...
Mobile as the 7 th  Mass Media, continued <ul><li>first  personal  mass media </li></ul><ul><li>first  always-carried  med...
The “billion phone” principle “ If it doesn’t work on a billion phones, don’t bother” The “billion phone” principle Source...
Technology as a means to an end Survey: 18,000 “tech-savvy young people” 1  can’t be wrong… “ technology isn’t as importan...
Web experience vs mobile experience Mobile Web Profile comments Mail Sayings Blogs Photos Friends Whiteboards Music Video ...
Market penetration of various technologies Fun fact!  “61% of mobile games played in last month were downloaded” www.telep...
SMS as a “gateway drug” SMS, WAP as gateway to richer experiences SMS WAP DL
Technologies: each has its place <ul><li>Ultimately no platform is “the best”: each serves different use cases </li></ul>S...
Interoperability essential to adoption <ul><li>The SMS effect </li></ul>Interoperability essential to adoption Usage  $ W...
Financial reality … make sure it’s sustainable for the service provider <ul><li>Use social networking to drive data + msg ...
Making it happen [email_address] www.bebo.com/mobilemonday Making it happen (logos represent companies presenting at confe...
Thanks for listening And stay in touch! www.bebo.com/jordy www.bebo.com/mobilemonday Thanks for listening
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"If it doesn't work on a billion phones, don't bother"

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Gives an overview of Bebo Mobile strategy, using a brilliant phrase I first heard on a blog by Scott Rafer from Winksite: "if it doesn't work on a billion phones, don't bother".

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  • "If it doesn't work on a billion phones, don't bother"

    1. Bebo Mobile
    2. “ If it doesn’t work on a billion phones, don’t bother” Bebo’s approach to mobile social networking Jordy Mont-Reynaud Lead Mobile Developer, Bebo Social Networking Conference - July 25, 2007
    3. What is Bebo? <ul><li>A social media network which combines community, self-expression and entertainment </li></ul><ul><ul><li>Launched July 2005 </li></ul></ul><ul><ul><li>US, CA, UK, IE, AU & NZ </li></ul></ul><ul><ul><li>HS & College (13-24) </li></ul></ul><ul><ul><li>55% Female / 45% Male </li></ul></ul><ul><ul><li>39M reg users worldwide </li></ul></ul><ul><ul><li>9B+ monthly PVs WW </li></ul></ul><ul><ul><li>US: </li></ul></ul><ul><ul><ul><li>10M+ reg users </li></ul></ul></ul><ul><ul><ul><li>3B + PVs/month* </li></ul></ul></ul><ul><ul><ul><li>3 rd Largest SN Site </li></ul></ul></ul><ul><ul><ul><li>* Comscore June 07 </li></ul></ul></ul>What is Bebo?
    4. Bebo US Audience Growth 12,000 Number of Daily US Registrations (300,000+ per month) Bebo US Audience Growth
    5. Beboers most Engaged Comscore June 07 Beboers More Engaged Bebo users spend more time and view more pages than MySpace and Facebook in the US
    6. Be ‘Engaged’ - Users LOVE to Share & Watch Users love to share and watch
    7. Mobile as the “7 th Mass Media” 1 1. Source: Tomi Ahonen http://communities-dominate.blogs.com/brands/2007/02/mobile_the_7th_.html Mobile as the “7 th Mass Media” 1 Print Recording Cinema Radio TV Internet Mobile
    8. Mobile as the 7 th Mass Media, continued <ul><li>first personal mass media </li></ul><ul><li>first always-carried media </li></ul><ul><li>first always-on media </li></ul><ul><li>first media with built-in payment mechanism </li></ul><ul><li>first media always present at point of inspiration </li></ul><ul><li> the “ massest” media of them all </li></ul>Mobile compared to other Mass Media Source: Tomi Ahonen http://communities-dominate.blogs.com/brands/2007/02/mobile_the_7th_.html
    9. The “billion phone” principle “ If it doesn’t work on a billion phones, don’t bother” The “billion phone” principle Source: Chetan Sharma -http://opengardensblog.futuretext.com/archives/2007/05/chetan_sharma.html
    10. Technology as a means to an end Survey: 18,000 “tech-savvy young people” 1 can’t be wrong… “ technology isn’t as important as the activities it facilitates: namely communication, social networking, self-expression… ” Source: MTV, Nickelodeon, Microsoft survey 2007: http://tinyurl.com/2jwlsk Bebo Communication Social networking Self-expression Technology as a means to an end SMS J2ME/ BREW MMS Web WAP “ WAP” == “mobile web”
    11. Web experience vs mobile experience Mobile Web Profile comments Mail Sayings Blogs Photos Friends Whiteboards Music Video Widgets Etc… Luv Mo’ Luv
    12. Market penetration of various technologies Fun fact! “61% of mobile games played in last month were downloaded” www.telephia.com/documents/TAMUK.pdf “ If it isn’t actually used on a billion phones, don’t bother” Market penetration of various technologies Handset support (SMS, WAP, download) 90% Usage (SMS) 60% Usage (WAP) 20% Usage (download) 5%
    13. SMS as a “gateway drug” SMS, WAP as gateway to richer experiences SMS WAP DL
    14. Technologies: each has its place <ul><li>Ultimately no platform is “the best”: each serves different use cases </li></ul>SMS WAP Downloadable client Technologies: each has its place User’s attention span 0s 1m 5m 1h
    15. Interoperability essential to adoption <ul><li>The SMS effect </li></ul>Interoperability essential to adoption Usage  $ Walled garden USAGE!       $$$$$$$$$$$ Interoperability
    16. Financial reality … make sure it’s sustainable for the service provider <ul><li>Use social networking to drive data + msg bundles </li></ul><ul><li>Good for user + good for operators + good for SNs </li></ul>… make sure it’s sustainable for the user Need to allow people to use social networking on mobile as they as they use it on the web (i.e. unlimited) without bill shock 200 SMS/month/active mobile user X 100,000 active mobile users = 20,000,000 SMS/month @ 2c per SMS… not sustainable Financial reality: High usage is inevitable…
    17. Making it happen [email_address] www.bebo.com/mobilemonday Making it happen (logos represent companies presenting at conference)
    18. Thanks for listening And stay in touch! www.bebo.com/jordy www.bebo.com/mobilemonday Thanks for listening

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