Roadshow Europe Buzz City - KF Lai
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Roadshow Europe Buzz City - KF Lai

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Roadshow Europe Buzz City - KF Lai Roadshow Europe Buzz City - KF Lai Presentation Transcript

  • Mobile Content –Discovery & Monetization access.mobile Nov 2011, London KF Lai CEO & Co-Founder, BuzzCity
  • If you build it, will they come? 1
  • A-1. Building Traffic – Understanding User Preference Some lessons from Games: • 42% of UK consumers use smartphone • Only 9% users claim they have never played games on mobile1. Changing Demographics : typical gamers are between 20-25 and more mature gamers (above 40) are emerging2. Female gamers make up 29% globally, 49% in US/Thailand, 47% in South Africa3. Regular engagement: 46% download weekly or fortnightly and 40% gamers play every day4. Recreational time-fillers : 32% users claim they play a mobile game at every chance they get.5. Most mobile users prefer sophisticated plotlines beyond traditional casual games6. Feature phones still form a significant part of the market 2
  • A-2. Distribution is Crucial 12% of users claim they cannot find what they want 1. Collaborate with platforms that encourage discovery 2. Make use of every media opportunity to build consumer awareness prior to download Media Type • Own Media • Paid Media • Earn Media 3
  • A-3. Paid Media : eg. Recent Campaign 4
  • A-4. Earn Media When fans are not ..... 5
  • B. The Challenge of Monetization 6
  • B-1. Monetization ModelsMethods Considerations1. Try and Buy 1. Time2. Virtual Goods 2. Culture3. Mobile Ads 3. Payment Options4. Mobile Rewards 4. CPM5. Upgrades/Updates6. Cross Selling7. Mix & Match Apps Monetization Secrets http://blog.buzzcity.com/ 7
  • B-2. Examples Tencent QQ • Largest Social Network in China • U$3B virtual goods revenue in 2011, ~50% Y/Y Angry Bird : A Hit Indonesia + South Asia Turkish Mobile Publisher • Virtual Items • 100M daily pageviews (SA, ID) • Issues in payment • ~U$15M annual revenue collection • But watch those CPM! • Set up “Resellers” to bypass carriers 8
  • B-3. DJuzz Example Ibibo Browser • CPD campaign (3-31 Oct), $100/day India • Before campaign (Sep) : 10,763 downloads • After CPD campaign (Oct): 57,939 downloads • Monetization: Free App / Ad Supported Need for Speed Underground (EA Mobile) • Promoted on Landing PageFREE ad-supported free • Uploaded Sep – to date > 500K downloads • Monetization: Try and Buymobile games portal @ m.djuzz.com 9
  • B-4. DJuzz Example (2) Monster Flight (The Mobile Gamer) • Promoted on the Landing Page • Uploaded Oct 17, ~30K downloads to date • Monetization: Freemium GluGames • Promoted on Landing Page • Live on Djuzz from Nov, 16 games, >40K downloads • Monetization: Free App / Ad Supported Shufflr – where videos find you! (Althea Systems) • Promoted in the What’s hot category • Live on Djuzz from Aug, >35K downloads • Monetization: Try and Buy 10
  • B-5. Device FragmentationComscore (Oct 2011, USA) • Mobile devices account for 7% of web traffic (2/3 cell phone, 1/3 tablet) • 37% of cell phone traffic originates from WiFi • iPad accounts for 97% of tablet traffic Gartner: 2Q11 2Q11 Market 2Q10 2Q10 Market Company Units Share (%) Units Share (%) Nokia 97,869 22.8 114,473 30.3 Samsung 69,827 16.3 65,328 17.8 LG 24,420 5.7 29,366 8.0 Apple 19,628 4.6 8,743 2.4 ZTE 13,070 3.0 6,730 1.8 RIM 12,652 3.0 11,628 3.2 HTC 11,016 2.6 5,908 1.6 Motorola 10,221 2.4 9,109 2.5 Huawei 9,026 2.1 5,276 1.4 Sony Ericsson 7,266 1.7 11,008 3.0 Others 153,662 35.8 103,412 28.1 Total 428,661 100.0 367,987 100.0 11
  • B-6. Internet / Music Phone for Under U$40? 12
  • B-7. BuzzCityBuzzCity is a mobile media company offering Advertisers brands and agencies access to a globaladvertising network on the mobile Internet Agencies Campaign Development Media Internet Outdoor, Print TV Mobile Radio, etc. (PC) Publishers (5000) Community Portal News ... more categories Graphical or Text Banners Targeting By Handset Operating Systems …… Spending Cost-per-Click (CPC), Daily Budget, … 13
  • C. Take-Away 14
  • C-1. ConclusionsThe Challenge of M-Commerce lies in SustainableRecoveryBrands / Companies• Get Your Mobile Sites Up Now• Your customers are on mobile Internet. Are you?• Build apps for specific platform if you know your customers are there. Otherwise, watch for HTML5Media Companies / Publishers• Capture the audience before loyalty shifts• Figure out your monetization strategy 15
  • Thank You http://www.buzzcity.com/ 16