Xaltia Mtv Mobile Case Study

CEO, Lorenzo Barbantini Scanni

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© Copyright XALTIA S.p.A. 2009. All rights reserved.

mercoledì 1 aprile 2009

XALTIA at a Glance


XALTIA at a Glance

Xaltia part of the Engineering Group mission:

“develops systems and services for digital media
which everybody can gain access to multimedia
content and services whenever, wherever, with
any devices and access networks”


XALTIA at a Glance

Xaltia also owns GreenMedia which is
specialized in new media format design for
telecom operators, entertainment TV & Radio,
mobile marketing, marketing services and
digital content


XALTIA at a Glance

Key ﬁgures:
Xaltia also owns GreenMedia which is
✓More than 800 millions of messages per year specialized in new media format design for
over mobile telephony telecom operators, entertainment TV & Radio,
✓More than 60 content providers processing mobile marketing, marketing services and
on the platforms
digital content
✓More than 36 platforms and services in full
outsourcing for mobile operator
✓More than 80 people based in Orvieto and
Rome


STRUCTURE


Platforms
Technology
Customer and
Market Operations

Content Service provider

Delivery platform

Applications and devices

Star Center
Corporate functions

Innovation and research

VAS Center
STRUCTURE

MISSION

“develops systems and services that
enable the new 360° digital
communication experience”


THE 360 EXPERIENCE

360° digital communication experience


THE 360 EXPERIENCE

360° digital communication experience

Web

Mobile
Content

TV

THE 360 EXPERIENCE


THE 360 EXPERIENCE

Mobile: SMS, MMS, Wap, Device Applications


THE 360 EXPERIENCE

Web: CMS, Portals, Blog & Communities


THE 360 EXPERIENCE

TV: Video, Mobile TV, Streaming, IPTV, TV Interaction


THE 360 EXPERIENCE

Content: File Sharing & Self Generated Content


THE 360 EXPERIENCE

Content: File Sharing & Self Generated Content
Green Media: content innovators


MTV MOBILE CASE HISTORY

CASE HISTORY MTV MOBILE


MTV MOBILE MISSION

MTV MOBILE MISSION: to became a strong mobile player
in the 15-34 youth market


MTV MOBILE MISSION

✓The traditional mobile operator pushes functionalities forgetting the user
experience is core for the consumer.


MTV MOBILE MISSION

✓The traditional mobile operator pushes functionalities forgetting the user
experience is core for the consumer.

✓ Instead of adapting the tradional mobile communication services to the
youth target, MTV mobile wants to create an unique diﬀerent approach.


MTV MOBILE TARGET

MTV YOUTH TARGET is DIGITAL NATIVE


MTV MOBILE TARGET

✓ The digital native is a person who has grown up
with digital technology such as computers, the
Internet, mobile phones and MP3.


MTV MOBILE TARGET

✓ The digital native is a person who has grown up
with digital technology such as computers, the
Internet, mobile phones and MP3.

✓ 80% of 14-24s: “Music is really important to me”


MTV APPROACH

MTV FRESH APPROACH


MTV APPROACH

MTV FRESH APPROACH
✓ mobilizing what young Web
TV
people use everyday (Chat, Tv,
Music, etc.)
mobilize

Chat Music
Cell


MTV APPROACH

MTV FRESH APPROACH
TV
Music, etc.)
MTV
mobilize
✓ creating an MTV experience in Experience
mobility: fueling young
people passions Chat Music
Cell


MTV APPROACH

MTV FRESH APPROACH
TV
Music, etc.)
MTV
mobilize
✓ creating an MTV experience in Experience
mobility: fueling young
people passions Chat Music
Cell
✓ simultaneously...


MTV MOBILE EXPERIENCE

MTV MOBILE CHOOSES
Xaltia for creating the
ultimate 360 digital communication
experience


MTV MOBILE EXPERIENCE


MTV PORTAL

WEB:PORTAL
MTVmobile.it is the web portal to
access streaming and on demand
content.
The content can be updated thanks
to the backofﬁce and the tool that
can be used by both the editorial
staff and by the MTV CMS.



WEB: CRM
The CRM platform created by Xaltia is made
up of:

1. a client prospect DB designed together
with MTV

II. a tool able to create multichannel
marketing campaigns, thanks to the analysis
of access data, in respect of MTV’s CRM’s
segmentation logics and according to
Telecom Italia’s policy as regards to personal
data processing



MOBILE: MUSIC PORTAL
The Music portal is the key to access multimedia
contents such as:
video,
full-track,
truetones
wallpaper.

The user of the music portal can:

- see the preview of a video
- listen the preview of an audio track
- buy the content in streaming or in
download&play



MOBILE:WAP PORTAL
The WAP portal has contents such as:

video,
wallpaper,
screensaver,
full-track,
truetones,
ringtones,
java games,
live TV.

Only MTV Mobile customners with the correct SIM card
can access the WAP portal.



TV:TV INTERACTION
Info channels dedicated to events and show
programming.

A service that allows the audience to send
sms and see them directly live on screen.

Download of media contents such as
ringtones and wallpapers thanks to an
Premium SMS number that appears during
the shows.


MTV MOBILE MUSIC CLIENT

MUSIC CLIENT
Music Client, for PC and Mobile, represent the way to access the
musical universe of MTV MOBILE.
The user can:

1. Watch hit videos offered by MTV ITALY, for free.

2. Discover and listen to new music on the GO.

3. Get the latest news on his favorite artists.

4. Buy DRM FREE music, managing it through a unique PC/Mobile
ecosystem.


MTV DEVICE DEMO


MTV DEVICE DEMO

MTV OnDemand


MTV DEVICE DEMO

MTV.it Blog


Xaltia Mtv Mobile Case Study

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