Edelman May 12th 2008 Final

3,035 views
2,988 views

Published on

Published in: Technology, Business
0 Comments
12 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,035
On SlideShare
0
From Embeds
0
Number of Embeds
151
Actions
Shares
0
Downloads
0
Comments
0
Likes
12
Embeds 0
No embeds

No notes for slide

Edelman May 12th 2008 Final

  1. 1. Italian Digital Market Luca Colombo Marketing Director Online Services Group Microsoft Italy May 12 th , 2008
  2. 2. # Internet Connectivity # All Digital Devices will be connected & networked # Rise of the Mobile Internet # Rise of individual & enterpreneur # Stride against digital divide # Almost no privacy on the web # The rise of the virtual universe # Information pollution & overload # More googles & facebooks
  3. 3. Italian Market Overview Nielsen Online, Mar08 Nielsen Online, Mar08
  4. 4. Italian Internet Audience
  5. 5. Italian Mobile Market Source: M:Metrics, Feb08 * Browser based activities (include Played Games, Messaging, Personal Utilities, News and Media) Source: M:Metrics, Feb08
  6. 6. Mobile Internet from Telcos
  7. 7. Mobile in Italy – IM, Email, SN Source: M:Metrics, Feb08
  8. 8. Advertising Market “ 2007 has been a positive year for online advertising market in Italy growing by 40%. In 2008 we expect to register the same trend bringing the overall online ad market close to the €1B mark” Mauro Lupi President, Ad Maiora Vice President, IAB Italy (*) SEAT Pagine Gialle
  9. 9. # Internet Connectivity # All Digital Devices will be connected & networked # Rise of the Mobile Internet # Rise of individual & enterpreneur # Stride against digital divide # Almost no privacy on the web # The rise of the virtual universe # Information pollution & overload # More googles & facebooks Media distribution & production Fragmented Media Environment Everyone is a media player Roles of media changes Is the end of print ?
  10. 10. Verticals outpacing Population Source: Nielsen Online, Mar08
  11. 11. Social Networks in Italy Source: Nielsen Online, Member Communities, Mar08
  12. 12. Social Networks Potential Hi Sat How much is reliable the following media to gather information before buying a product? How often an info/opinion found on ... affected your buying decisions? 58% 51% 67% Digital PR , Millward Brown Delfo , Mar08 Incredibly optimistic about social media. Specific challenges 1) Tons of inventory . Lack of scarcity creates a liquidity challenge. Working on bringing big brands aboard. 2) People who are visiting social networks there for different reasons, different uses . Figuring out how to target. 3) What's the value of a "friend"? Trying to figure out new metrics to communicate with marketers. One area of specific weakness : social networking . The company is having trouble monetizing "social networking" inventory (e.g., MySpace). Guaranteed payments to MySpace, et al, caused the "Traffic Acquisition Cost" rate to jump to almost 90% of network revenue from 84% last quarter. This is not a big deal for Google, but unless Google can figure out a more effective monetization scheme, it's bad news for MySpace. 2007 Q4 Earnings Conference Call
  13. 13. Instant Messaging Source: Nielsen Online, Mar08
  14. 14. Source: Microsoft, Feb08 Source: Microsoft, Feb08 25M (Feb07)
  15. 15. Windows Live Agents
  16. 16. Windows Live Activities/Games

×