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

Slide 1: Bebo Mobile 1

Slide 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 2

Slide 3: What is Bebo? What is Bebo? • A social media network which combines community, self-expression and entertainment • Launched July 2005 • US, CA, UK, IE, AU & NZ • HS & College (13-24) • 55% Female / 45% Male • 39M reg users worldwide • 9B+ monthly PVs WW • US: • 10M+ reg users • 3B + PVs/month* • 3rd Largest SN Site * Comscore June 07 3

Slide 4: Bebo US Audience Growth Bebo US Audience Growth 12,000 Number of Daily US Registrations (300,000+ per month) Total US Pageviews - Comscore 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 0 Oct-06 Nov-06 Dec-06 Jan-07 4

Slide 5: Beboers More Engaged Beboers most Engaged Bebo users spend more time and view more pages than MySpace and Facebook in the US Comscore June 07 5

Slide 6: Users love to share and watch Be ‘Engaged’ - Users LOVE to Share & Watch 6

Slide 7: Mobile as the “7th Mass Media”1 Mobile as the “7th Mass Media”1 Recording Cinema Radio TV Internet Mobile Print 1. Source: Tomi Ahonen http://communities-dominate.blogs.com/brands/2007/02/mobile_the_7th_.html 7

Slide 8: Mobile compared to other Mass Media Mobile as the 7th Mass Media, continued • first personal mass media • first always-carried media • first always-on media • first media with built-in payment mechanism • first media always present at point of inspiration •  the “massest” media of them all Source: Tomi Ahonen http://communities-dominate.blogs.com/brands/2007/02/mobile_the_7th_.html 8

Slide 9: The “billion phone” principle The “billion phone” principle Number of users globally (billions) 3.00 2.50 2.00 1.50 1.00 0.50 0.00 d) et e r n e a od PC rd Ca sio on er ol xe rn ca iP ns m te ph ( fi vi Ca it co In le ed e ile Te on e Cr ob am ph M le G Te Source: Chetan Sharma -http://opengardensblog.futuretext.com/archives/2007/05/chetan_sharma.html “If it doesn’t work on a billion phones, don’t bother” 9

Slide 10: Technology as a means to an end 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…” “WAP” == “mobile web” Web WAP Bebo Communication Social networking Self-expression MMS SMS J2ME/ Source: MTV, Nickelodeon, Microsoft BREW survey 2007: http://tinyurl.com/2jwlsk 10

Slide 11: Web experience vs mobile experience Whiteboards Web Music Profile comments Mobile Mail Luv Video Sayings Mo’ Luv Blogs Widgets Photos Friends Etc… 11

Slide 12: Market penetration of various technologies Market penetration of various technologies Usage Usage (download) (WAP) Usage 5% (SMS) Handset support 20% (SMS, WAP, download) 60% Fun fact! “61% of mobile 90% 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” 12

Slide 13: SMS, WAP as gateway to richer experiences SMS as a “gateway drug” DL WAP SMS 13

Slide 14: Technologies: each has its place Technologies: each has its place Ultimately no platform is “the best”: each serves different use cases Downloadable client WAP SMS 0s 1m 5m 1h User’s attention span 14

Slide 15: Interoperability essential to adoption Interoperability essential to adoption The SMS effect Walled garden  $ Usage  Interoperability $$$$$$$$$$$ USAGE! 15

Slide 16: Financial reality: High usage is inevitable… Financial reality …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 …make sure it’s sustainable for the service provider 200 SMS/month/active mobile user X 100,000 active mobile users = 20,000,000 SMS/month @ 2c per SMS… not sustainable Use social networking to drive data + msg bundles Good for user + good for operators + good for SNs 16

Slide 17: Making it happen Making it happen mobilemonday@yahoogroups.com www.bebo.com/mobilemonday (logos represent companies presenting at conference) 17

Slide 18: Thanks for listening Thanks for listening And stay in touch! www.bebo.com/jordy www.bebo.com/mobilemonday 18