Mobile Web Monetization Strategy

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An introduction to mobile web monetisation

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Mobile Web Monetization Strategy

  1. Introduction to mobile web strategies<br />Ric Ferraro<br />April 2010<br />Photo rights reserved ©2009 Rixtphotography www.rixtphotography.com<br />Photo Credit: www.rixtphotography.com<br />
  2. About me....<br /><ul><li> Entrepreneur, book writer, speaker
  3. Co-founder GeoMe, LBS mobile app provider
  4. Official blogger for MobileMonday, W3C Mobile Web Initiative and LeWeb
  5. ‘Mobile Geek’</li></li></ul><li>Mobile ...today<br />
  6. tomorrow....?<br />
  7. in web 2.0 the users are in control...<br />
  8. and as mobile consumers they want choice...<br />
  9. ...mobile apps give consumers that choice!<br />
  10. 8<br />So who are the Key Stakeholders?<br />=<br />=<br />©Ric Ferraro 2010 All Rights Reserved<br />
  11. App Distribution Strategies<br />©Ric Ferraro 2010 All Rights Reserved<br />From ‘Location Based Services’ by R Ferraro and M Aktihanoglu, 2010<br />From ‘Location Based Services’ by R Ferraro and M Aktihanoglu, 2010<br />
  12. Monetisation Strategies<br /><ul><li>Gateway Charging
  13. In-app charging
  14. ‘Real Estate’ charging
  15. Mobile Advertising
  16. Licensing
  17. White Labelling</li></ul>©From ‘Location Based Services’ by R Ferraro and M Aktihanoglu, 2010<br />
  18. Monetisation Strategies<br />The Freemium Model<br />= Free today but pay tomorrow<br />= Basic free but pay for advanced features<br />= Discriminatory free : consumers get it free, businesses pay<br />
  19. Mobile Advertising –Click Charging<br />Click to call (users place an outgoing call to the content provider or advertiser)<br />Click to locate (users find, for example, the closest car dealer or movie theatre, enabled by location-based services)<br />Click to order brochure (users receive marketing materials by supplying their postal addresses)<br />Click to enter competition (users enter text or sweepstake to win prizes)<br />Click to receive email (users receive an email and a link to online site by supplying their email address)<br />Click to receive mobile coupon (users receive an electronic coupon on their mobile phone that can be redeemed immediately at a participating merchant)<br />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)<br />Click to download content (users download content, including logos, wallpapers or ring tones, onto their mobile phones)<br />Click to enter branded Mobile Web site (users click a banner to get connected to standing or campaign-specific Mobile Web site)<br />Click to forward content (users forward relevant content to friends, creating a viral campaign effect)<br />Click to video (users click a banner to view an advertiser’s commercial for a product or service)<br />Click to vote (users reply message ballot or poll from their mobile phone and provide marketers and brands with valuable research insights)<br />Source: Mobile Marketing Association<br />
  20. Charging must align to the value proposition<br />©Ric Ferraro 2010 All Rights Reserved<br />From ‘Location Based Services’ by R Ferraro and M Aktihanoglu, 2010<br />
  21. Finding your niche: the long tail<br />
  22. An example: Japan’s Otestudai Networks<br /><ul><li>Japan’s first resale market for manpower
  23. A combination of eBay and Location-based services
  24. Employer pays a finder’s fee of 50% of the job’s salary</li></li></ul><li>Another example: Foursquare <br />
  25. RicFerraro (info@mobverge.com)<br />Follow me at: twitter.com/ricferraro<br />Mobile Blog: www.mobverge.blogspot.com<br />Location Based Services by R Ferraro & M Aktihanoglu<br />Available from Manning Publications in 2010<br />

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