Mobile Web Monetization Strategy

Introduction to mobile web strategies
Ric Ferraro
April 2010
Photo rights reserved ©2009 Rixtphotography www.rixtphotography.com
Photo Credit: www.rixtphotography.com

About me....
Entrepreneur, book writer, speaker
Co-founder GeoMe, LBS mobile app provider
Official blogger for MobileMonday, W3C Mobile Web Initiative and LeWeb
‘Mobile Geek’

Mobile ...today

tomorrow....?

in web 2.0 the users are in control...

and as mobile consumers they want choice...

...mobile apps give consumers that choice!

8
So who are the Key Stakeholders?
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©Ric Ferraro 2010 All Rights Reserved

App Distribution Strategies
From ‘Location Based Services’ by R Ferraro and M Aktihanoglu, 2010

Monetisation Strategies
Gateway Charging
In-app charging
‘Real Estate’ charging
Mobile Advertising
Licensing
White Labelling
©From ‘Location Based Services’ by R Ferraro and M Aktihanoglu, 2010

Monetisation Strategies
The Freemium Model
= Free today but pay tomorrow
= Basic free but pay for advanced features
= Discriminatory free : consumers get it free, businesses pay

Mobile Advertising –Click Charging
Click to call (users place an outgoing call to the content provider or advertiser)
Click to locate (users find, for example, the closest car dealer or movie theatre, enabled by location-based services)
Click to order brochure (users receive marketing materials by supplying their postal addresses)
Click to enter competition (users enter text or sweepstake to win prizes)
Click to receive email (users receive an email and a link to online site by supplying their email address)
Click to receive mobile coupon (users receive an electronic coupon on their mobile phone that can be redeemed immediately at a participating merchant)
Click to buy (users make a purchase paid for with a credit card, added to their monthly mobile bill or using some other form of mobile payment)
Click to download content (users download content, including logos, wallpapers or ring tones, onto their mobile phones)
Click to enter branded Mobile Web site (users click a banner to get connected to standing or campaign-specific Mobile Web site)
Click to forward content (users forward relevant content to friends, creating a viral campaign effect)
Click to video (users click a banner to view an advertiser’s commercial for a product or service)
Click to vote (users reply message ballot or poll from their mobile phone and provide marketers and brands with valuable research insights)
Source: Mobile Marketing Association

Charging must align to the value proposition

Finding your niche: the long tail

An example: Japan’s Otestudai Networks
Japan’s first resale market for manpower
A combination of eBay and Location-based services
Employer pays a finder’s fee of 50% of the job’s salary

Another example: Foursquare

RicFerraro (info@mobverge.com)
Follow me at: twitter.com/ricferraro
Mobile Blog: www.mobverge.blogspot.com
Location Based Services by R Ferraro & M Aktihanoglu
Available from Manning Publications in 2010

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Mobile Web Monetization Strategy

by Ric Ferraro on Apr 21, 2010

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Mobile Web Monetization Strategy — Presentation Transcript