Six Immutable Laws Of Mobile Business Presentation

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This is an overview of important business strategies for the mobile based taken from the new mobile strategy guide "The Six Immutable Laws of Mobile Business" published by Wiley in 2010.

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Six Immutable Laws Of Mobile Business Presentation

  1. 1. THE SIX IMMUTABLE LAWS OF MOBILE BUSINESS Presented by Marco Koeder January 19th, 2010
  2. 2. THE MOBILE REVOLUTION
  3. 3. The global mobile revolution is here Over 4 billion mobile subscribers SMS & Voice: just the beginning
  4. 4. The real power & excitement lies in content and new services built on this foundation.
  5. 5. whether or not you you have currently embraced the mobile platform, you ultimately must and will
  6. 6. More than half the world’s population owns a mobile phone
  7. 7. Soon the world’s entire population will live in range of a mobile network.
  8. 8. Mobile phones are the most ubiquitous and indispensable digital devices on the planet.
  9. 9. There are four times more mobile phone subscribers than Internet subscribers
  10. 10. global revenues from mobile phone-related services = revenues from total worldwide crude oil production
  11. 11. “We are rapidly getting to the point where the single most important medium that people have is their wireless device.” Andrew Robertson, CEO of BBDO
  12. 12. The mobile phone will soon replace television in the minds (and budgets) of the advertising industry.
  13. 13. …the same might happen to newspapers and magazines
  14. 14. The mobile phone now is becoming…. a camera, a house key, a corporate security card, a credit card, an airplane boarding pass, a game machine, a music player, an Internet browser, a watch, an alarm clock, an excuse to leave a meeting early, a scheduling tool, and a wallet …and still has the function of plain old telephony.
  15. 15. Mobile phones will change our personal and professional lives.
  16. 16. NO other service or technology has ever reached a similar diffusion level in such a short time.
  17. 17. MOBILE INTERNET
  18. 18. $150 billion global market size for mobile content and services by 2011
  19. 19. 50% of mobile subscribers worldwide will use mobile browsing by 2011
  20. 20. The West: a mobile net “late bloomer”
  21. 21. WEST device net mobile applications applications net Non-Smartphone Smartphone Smartphone driven driven driven
  22. 22. 9% use their mobile phone to access online content
  23. 23. Most of them are iPhone & Blackberry users
  24. 24. 91% A huge untapped market for mobile content
  25. 25. JAPAN + + mobile device net net applications applications Non-Smartphone Non-Smartphone Non-Smartphone driven driven driven
  26. 26. Why learn from Japan?
  27. 27. JAPAN 100+ million mobile phone subscribers Population 127 million
  28. 28. Worlds 4th largest wireless population But globally only 3% of all users.
  29. 29. 90 Million active 3G subscribers 17% of all global 3G subscriptions
  30. 30. 85% of Japanese mobile subscribers use mobile browsing
  31. 31. 40% of all global revenue generated from mobile data is generated in Japan
  32. 32. 10+ years of mobile content success and working mobile business models
  33. 33. Immutable Law#1 Value Over Culture
  34. 34. “Well well, isn’t that just a Japanese thing?”
  35. 35. Japanese culture has had no significant impact on the success of the mobile Internet in Japan
  36. 36. The secret of success is not about the culture but about servicing these four categories
  37. 37. 1.Inform 2.Transact 3.Entertain 4.Express
  38. 38. Instead of focusing on cultural aspects, focus on providing true value to consumers. Inform, Transact, Entertain, Express
  39. 39. Immutable Law#2 The Law of the Ecosystem
  40. 40. The ecosystem approach
  41. 41. Global revenues generated from advanced data services 85 billion Euro. (text messaging &mobile internet content usage)
  42. 42. Japanese mobile subscribers contributed 16.6 billion Euro. Approximately 19 %
  43. 43. Removing revenues from sending SMS, Japanese mobile consumers contributed approximately 2.5 billion Euro, or 36% of the world’s 7 billion Euro in non-text-related mobile data revenues
  44. 44. The reason behind the success: The ecosystem
  45. 45. “An ecosystem consists of communities of interacting organisms and the physical environment in which they live.” Bill Moyers, 2001
  46. 46. Within an ecosystem, the roles of the various members remain in collaborative balance. If its resources are overextended, the entire ecosystem can (and usually will) collapse.
  47. 47. DoCoMo keeps just 9% of subscription revenues, passing 91% to content companies.
  48. 48. The percentage held by mobile carriers abroad typically runs from 50% to 60% at the highest.
  49. 49. The mobile internet would flourish only if the right content and services were developed and deployed in a way that consumers could easily understand and adopt.
  50. 50. The Japanese way
  51. 51. The takeaway
  52. 52. Create a mutually beneficial environment for value, innovation and growth.
  53. 53. Immutable Law#3 Mobility Empowers
  54. 54. The power of control
  55. 55. Joining the wireless revolution by buying a mobile phone turns people into hubs within these larger wireless networks, enabling them to link together with other hubs to exchange messages.
  56. 56. Empowering the individual
  57. 57. people can connect with any other hub and communicate with information databases providing content such as current weather forecasts, news and games.
  58. 58. It is also possible to connect to other hubs that are animate, such cats or dogs, and inanimate, such as the stereo or refrigerator at home.
  59. 59. 1. Embrace the environment by becoming more actively involved 2. Escape the environment, emotionally withdrawing from what’s going on.
  60. 60. embrace data, things, other people. escape
  61. 61. The takeaway
  62. 62. Two compelling opportunities Create a sustainable, long- term competitive advantage via the mobile platform by
  63. 63. 1. Further enhancing the consumer’s ability to escape or embrace his/her surroundings 2. Providing consumers with greater control over their roles as hub within the wireless ecosystem
  64. 64. Immutable Law#4 The Value of Time Zones
  65. 65. Mobile = Media “on the go”?
  66. 66. Not really!
  67. 67. 70% of mobile use happens at fixed locations
  68. 68. mobile content use is not location- or time-specific
  69. 69. Two approaches to content irrespective of location 1. short bursts of varying duration 2. longer, dedicated attention
  70. 70. Time zones concept
  71. 71. Time Zone #1 In-Between-Time Content and services must be concise, easy to access and understand, and easy to drop and pick up again later
  72. 72. Time Zone #2 Golden Time Longer-term, dedicated usage. Larger blocks of time available to focus on content and services. Explore and engage more, and for longer periods. In this time zone, content and services can have more depth and breadth.
  73. 73. The takeaway
  74. 74. People spend far more time in fixed locations than roaming. They mostly use their mobiles there.
  75. 75. Understanding the concept of user time zones will allow to develop and offer more valuable and effective content and services in mobile markets worldwide.
  76. 76. While mobile consumers appreciate in-between content and services, golden time should take priority.
  77. 77. Immutable Law#5 Mobile-Specific Business Models Are Essential
  78. 78. The “2.0” paradigm shift: From passive user to active contributor From lean back to lean forward.
  79. 79. It is interesting to note that the mobile platform was the main driver for Web 2.0 in Japan.
  80. 80. Case studies
  81. 81. Many of these services do not depend on advertising revenue as their sole source of income, which has helped them to develop more valuable services for their customers and stakeholders.
  82. 82. mahoo no island market share 38%
  83. 83. Mahou no Island translates as Magic Island. Started as a free homepage service for mobiles and PCs in 1999 The services allowed users to develop a personal homepage for mobile phones without the need of a PC, and at no cost.
  84. 84. The key strategic move Mahou no Island made was to let users create content in addition to the usual homepages, profiles, bulletin boards and other communications. This was essentially an SNS platform long before companies like MySpace hit the scene.
  85. 85. What started as a free hosting and content creation platform turned into SNS, novels, music and dramas
  86. 86. 6 million mobile users 4.5 billion page views
  87. 87. Create your own mobile novels Started in 2006
  88. 88. 1.8 million registered writers
  89. 89. 1million mobile novels In less than 3 months
  90. 90. Working with two Japanese publishers, the company decided to print the novels that ranked highest.
  91. 91. Books
  92. 92. 40 titles published as novels
  93. 93. 17 million copies sold
  94. 94. Created a new book category in the industry: “keitai novels”
  95. 95. In 2007 Maho no Island launched Island Music Factory. Amateur and independent professional artists can upload, promote and publish their work on the site and share it with other users.
  96. 96. 5.000 songs uploaded In less than 2 months
  97. 97. In 2008 Avex, Japans biggest music label, released the first CD of an artists discovered on Mahoo no Island.
  98. 98. In 2008 the platform added a service called Mahou no Island TV, which features video dramas based on user-generated novels.
  99. 99. To date, seven novels had been made into special mobile TV dramas.
  100. 100. Success Stories: KOIZORA
  101. 101. 25 million readers of the mobile version
  102. 102. 1.4 million printed books sold
  103. 103. 2 million manga books sold
  104. 104. 3.1 million viewers of the movie
  105. 105. soundtrack music composed by users
  106. 106. still growing keitai creators festival” 2008: 2.956 active 2009: 10.000 active
  107. 107. mobile game town market share 38%
  108. 108. Mobage-town (short for Mobile Game Town) was launched in 2006. The site offers free single and multiplayer games, SNS functionality, location-based services and avatars. MOBILE ONLY
  109. 109. Casual games are the lure at Mobage-town. The platform offers over a hundred different games and adds several new ones each month. Most are simple one-button games, and can be played on most Japanese handsets.
  110. 110. Registered users can create their own profile page displaying their interests, hobbies and a personal avatar, as well as a room for the avatar to inhabit. This room is placed on a virtual map of Japan that defines the virtual neighborhoods of the users.
  111. 111. 15 million registered users
  112. 112. clever business model
  113. 113. To personalize their avatars, users need to purchase clothes or accessories using a virtual currency called Moba-Gold.
  114. 114. Mobage-town offers a service that permits users to write and upload novels or read novels submitted by other users. Within less than six months, over 280,000 novels had been submitted.
  115. 115. There is also a Music Creators Corner where subscribers can submit original music. It is also possible to look “local” artists. Within six months after the launch, around 2.500 songs had been uploaded to the platform
  116. 116. DeNa’s subsidiary Pocket Affiliate handles advertising and affiliate site management for Mobage-town. Mobage-town also introduced location-based games and advertising services that further focus its revenue activities.
  117. 117. Mobage-town became one of most successful mobile platforms in Japan. It also became the most active mobile site in terms of page views, outperforming Mixi Mobile and Japan’s number one mobile portal, Yahoo! Mobile.
  118. 118. The takeaway
  119. 119. Japan has already been beyond the number-dot-zero buzz for a long time. Working, solid mobile business models are in place.
  120. 120. All this was based on an early understanding of the power of the mobile channel and the importance of the mobile phone compared to the PC.
  121. 121. The ad-supported mobile business model is not the best and is not sustainable! We suggest other approaches:
  122. 122. In developing the business model for a mobile site or solutions the following 8 points can be inspirations…
  123. 123. 1. Social networking as the hub 2. Two-tier memberships / Freemiums 3. Affiliate marketing opportunities 4. User-generated media models
  124. 124. 5. Value virtual currency 6. Fixed mobile convergence 7. Stickiness 8. Value-added tools
  125. 125. Immutable Law#6 The Future is Simplexity
  126. 126. Mobile owners use less than 20% of the applications and capabilities of their phones
  127. 127. 80% of the money spent on developing new applications & functions has been wasted
  128. 128. “95% of returned consumer electronic products who seemed to be broken are actually functioning perfectly.” Accenture study, 2008
  129. 129. The “broken” part is the user!
  130. 130. It is time to rethink how people interact with devices and digital services.
  131. 131. The age of Simplexity
  132. 132. A critical shift in thinking is required to develop successful and profitable technology products and services.
  133. 133. It is time to rethink how people interact with devices and digital services.
  134. 134. Consumers should not serve technology. Technology should support and serve consumers!
  135. 135. case study
  136. 136. video games
  137. 137. Limited audience of only hardcore gamers
  138. 138. Gamers were still seen as a niche market within the overall electronic consumer goods industry.
  139. 139. The mantra of the hardcore gamer community is: bigger is better
  140. 140. Whenever a new console came out, hardcore gamers upgraded automatically.
  141. 141. The video game industry and the console makers warred over this dedicated but finite audience.
  142. 142. Way too complex
  143. 143. THEN Nintendo was able to open up gaming to a total new audience
  144. 144. In 2004, based on that research, they released a portable gaming console called the Nintendo DS.
  145. 145. The company put great effort into reducing the complexity of gaming and gaming controls
  146. 146. The message was: If you know how to use a pen, you can use this device and have fun.
  147. 147. Nintendo even started producing educational titles to help users increase their skills and knowledge in many different fields with the tap of a pen.
  148. 148. Instead of fighting over the finite market of hardcore gamers, Nintendo used Simplexity to open up a totally new market.
  149. 149. In 2006 Nintendo launched the Wii. A simple home video game system, which uses a motion sensor input device that resembles a remote control.
  150. 150. The controller is intuitive and simple for the user but filled with high-tech components that translate movement into game mechanics.
  151. 151. The games were also innovative simple, easy to understand, and offered many options for playing together with family and friends, a concept that appealed greatly to the non-gamer.
  152. 152. The outcome
  153. 153. A global(!) success
  154. 154. Both systems won fans all over the world, and captivated a new audience: non-techies
  155. 155. By 2009 Nintendo had sold over 106 million DS consoles and more than 53 million Wii units worldwide.
  156. 156. The DS and the Wii were new concepts of Simplexity
  157. 157. the takeaway
  158. 158. The “post-manual” society
  159. 159. Simplexity combines technology, integrated services, intelligent analysis (preference, behavior based) and an easy-to-use interface based on and driven by user needs and capabilities.
  160. 160. 1. Tap into the learning curve 2. Offer anticipatory services, information 3. Be user-ecosystem relevant (based on the user’s current situation, location, needs, etc.) 4. Add incremental value (boost the value of the service over time)
  161. 161. While many players struggle to make larger screens and wider keypads, or pump up their content and services….
  162. 162. …Simplexity will be what truly empowers individual users through their mobile devices.
  163. 163. How will your mobile Net offerings move from the complex to the Simplex?
  164. 164. THANK YOU Marco Koeder marco@siximmutablelaws.com

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