the future is mobilemedia24 mobile conference

These days, it’s common to hear people describe the mobile web as the biggest thing since the desktop web.They’re wrong.mobithinking.com

It’s much, muchbiggerthan that.mobithinking.com

2X as many mobiles compared to TV sets3X more mobiles than internet users4Xmore mobiles than PCs5X as many mobiles than cars60X countries with mobile penetration rates > 100SOURCE: Voddacom

3,3bnmobile users(or half the world’s population)Source: Reuters

Opera Mini 10 billion pages p/m worldwideSouth Africa 6th place in the top 10 list of countries, ahead of the UK and US respectively.Mobile in SA on its way to becoming a mass medium(Opera mini stats: JUN 2009)mobithinking.com

Mobile vs web in South Africa*Footnote* OPA figures include office and home user duplication. They are mainly SA users. Figures audited by Nielsen//Netratings and represent UB’s of top 37+ online publishers in SA.* Vodafone figures not audited. Figures appear to be only from network stats and not broader industry, so figures may actually be conservative. It’s not clear in Vodafone’s figures whether these are mobile internet, or mobile web (a subset of mobile internet).

http://metrics.admob.com

http://www.opera.com/smw/2009/04/

InternationalResourcesGuidelinesCase studiesArticlesStatsIndustry newswww.mmaglobal.com/region/mea/south-africa

New audienceBroader, bigger. New LSMs, age groupsWeekend, after-hour useageLocation-aware (IP or GPS or SP)New phones: Magnetometer (knows direction)Smaller screen (personalisation)

business enviro.Very different to the desktop web: new approach neededDominated by handset & operatorsFrustrating & competitive relationship

business enviro.Content: handset/network mobile portal, default mob RSSJoint marketing (advertising, instore)Bookmark, on deck menu icon

business enviro.Strategic wap site developmentBranded phone deals (LG SA offering)“Entanglement”

24 mobile should surpass 24.com website

ChannelsPersonalisationPull W24 into N24 etcAggregation of 24.comLinked to main CMS

24.mobiAggregation of M24Directory-focusedAggregation of competitorsPersonalisation (def. M24)Mobile SN aggregationMobile email aggregation

flirtaroo.mobiMonetisable SNVirtual currencyFreemium (bingo!)MicropaymentsMessaging

flirtaroo.mobiWAP ChatLocative (crude)Whitelabel ready

Flirtaroo 2.0Flirtaroo.comCross platformWebcamInternationaliPhone app

key questions

Feeds vs OriginalPhased approach to get your site profitableOriginal content & features: locative elementsAwareness of broader LSM

Wap vs AppWAP: cheaper, faster, wider appealAPP: on deck + app store presenceApp: iPhone vs android vs J2ME vs crossplatformLongterm vs shortterm, but do both

.mobi vs m. vs SCGuided by domain availabilityMobi = clearer intent, clearer brand separation & less dilutionAlso short code SMS GO to 32424

advertisingLow revenues still, but potentialDedicated focus vs “add on”Sponsorship vs CPM/CPCDouble click mobile vs Open X

Augmented reality Web as a data layer over the real world

thank you