Mobile Strategy @ 20FourLabs

the future is mobile
media24 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, muchbigger
than that.
mobithinking.com

2X as many mobiles compared to TV sets
3X more mobiles than internet users
4Xmore mobiles than PCs
5X as many mobiles than cars
60X countries with mobile penetration rates > 100
SOURCE: Voddacom

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

Opera Mini 10 billion pages p/m worldwide
South 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/

International
Resources
Guidelines
Case studies
Articles
Stats
Industry news
www.mmaglobal.com/region/mea/south-africa

New audience
Broader, bigger. New LSMs, age groups
Weekend, after-hour useage
Location-aware (IP or GPS or SP)
New phones: Magnetometer (knows direction)
Smaller screen (personalisation)

business enviro.
Very different to the desktop web: new approach needed
Dominated by handset & operators
Frustrating & competitive relationship

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

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

24 mobile should surpass 24.com website

Channels
Personalisation
Pull W24 into N24 etc
Aggregation of 24.com
Linked to main CMS

24.mobi
Aggregation of M24
Directory-focused
Aggregation of competitors
Personalisation (def. M24)
Mobile SN aggregation
Mobile email aggregation

flirtaroo.mobi
Monetisable SN
Virtual currency
Freemium (bingo!)
Micropayments
Messaging

flirtaroo.mobi
WAP Chat
Locative (crude)
Whitelabel ready

Flirtaroo 2.0
Flirtaroo.com
Cross platform
Webcam
International
iPhone app

key
questions

Feeds vs Original
Phased approach to get your site profitable
Original content & features: locative elements
Awareness of broader LSM

Wap vs App
WAP: cheaper, faster, wider appeal
APP: on deck + app store presence
App: iPhone vs android vs J2ME vs crossplatform
Longterm vs shortterm, but do both

.mobi vs m. vs SC
Guided by domain availability
Mobi = clearer intent, clearer brand separation & less dilution
Also short code SMS GO to 32424

advertising
Low revenues still, but potential
Dedicated focus vs “add on”
Sponsorship vs CPM/CPC
Double click mobile vs Open X

Augmented reality
Web as a data layer over the real world

thank you

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Mobile Strategy @ 20FourLabs

by matthewbuckland on Aug 02, 2009

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Mobile Strategy @ 20FourLabs — Presentation Transcript