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Mobile Strategy @ 20FourLabs
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Mobile Strategy @ 20FourLabs

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Transcript

  • 1. the future is mobile
    media24 mobile conference
  • 2. 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
  • 3. It’s much, muchbigger
    than that.
    mobithinking.com
  • 4. 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
  • 5. 3,3bn
    mobile users
    (or half the world’s population)
    Source: Reuters
  • 6. 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
  • 7. 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).
  • 8. http://metrics.admob.com
  • 9. http://www.opera.com/smw/2009/04/
  • 10.
  • 11.
  • 12. International
    Resources
    Guidelines
    Case studies
    Articles
    Stats
    Industry news
    www.mmaglobal.com/region/mea/south-africa
  • 13. 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)
  • 14. business enviro.
    Very different to the desktop web: new approach needed
    Dominated by handset & operators
    Frustrating & competitive relationship
  • 15. business enviro.
    Content: handset/network mobile portal, default mob RSS
    Joint marketing (advertising, instore)
    Bookmark, on deck menu icon
  • 16. business enviro.
    Strategic wap site development
    Branded phone deals (LG SA offering)
    “Entanglement”
  • 17.
  • 18.
  • 19.
  • 20. 24 mobile should surpass 24.com website
  • 21.
  • 22.
  • 23.
  • 24. Channels
    Personalisation
    Pull W24 into N24 etc
    Aggregation of 24.com
    Linked to main CMS
  • 25. 24.mobi
    Aggregation of M24
    Directory-focused
    Aggregation of competitors
    Personalisation (def. M24)
    Mobile SN aggregation
    Mobile email aggregation
  • 26.
  • 27.
  • 28.
  • 29. flirtaroo.mobi
    Monetisable SN
    Virtual currency
    Freemium (bingo!)
    Micropayments
    Messaging
  • 30. flirtaroo.mobi
    WAP Chat
    Locative (crude)
    Whitelabel ready
  • 31.
  • 32.
  • 33. Flirtaroo 2.0
    Flirtaroo.com
    Cross platform
    Webcam
    International
    iPhone app
  • 34. key
    questions
  • 35. Feeds vs Original
    Phased approach to get your site profitable
    Original content & features: locative elements
    Awareness of broader LSM
  • 36. 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
  • 37. .mobi vs m. vs SC
    Guided by domain availability
    Mobi = clearer intent, clearer brand separation & less dilution
    Also short code SMS GO to 32424
  • 38. advertising
    Low revenues still, but potential
    Dedicated focus vs “add on”
    Sponsorship vs CPM/CPC
    Double click mobile vs Open X
  • 39.
  • 40.
  • 41. Augmented reality
    Web as a data layer over the real world
  • 42.
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.
  • 50. thank you