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My brand went mobile

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the mtv mobile path in MTV Spain: when, why, how and what we do

the mtv mobile path in MTV Spain: when, why, how and what we do

Speach for the Forum Telecom Lisboa (Portugal) 2006

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    My brand went mobile My brand went mobile Presentation Transcript

    • MY BRAND WENT MOBILE THE MTV MOBILE PATH IN SPAIN: WHEN, WHY, HOW AND WHAT WE DO Forum Telecom Lisboa 11th July 2006
      • Overall vision: MTV Spain in the mobile market
      • Our first steps: sms services
      • Increasing presence: from web to wap
      • Bringing some interactivity in: sms on screen
      • Mobile in our core business: video meets mobile
      • Video meets mobile: actual projects in MTV Portugal
      • The model evolves
      • Next steps…
      What is this about?
      • The Spanish Mobile market:
      • Heavy users, high penetration
        • 37.2 MM users: penetration 106% (2006)
      • New handsets, new services…
        • 3.5 MM GPRS users 2004. 2.5MM users 3G (2005).
        • 3G growing: Movistar forecast 4.5 MM 3G handsets in 4Q 2006
        • All MNO are focused on video services for 2006
      • SMS growing :
        • 52.5 sms/user/month durante 2004.
        • Total of 23.6 BM sms.
        • Sms P2P increased 25% (2004 vs 2003)
      • MTV as the right brand to get multiplatform
      • TV+ Mobile + Web + ADSL (IPTV, VOD, P2P) +Blogs+mp3 devices
      Overall vision: MTV Spain in the mobile market
      • We need to be where our target is
        • Nokia is the 5th most recognized brand among young people
        • 56% of Internet users watch more than 70 minutes of video streaming a month
        • Young users spend from 10 to 15% of their money in mobile
        • Half of them create or share content (blogs, personal webs, fans, P2P)
      Overall vision: MTV Spain in the mobile market
      • We need to be where our target is
      Overall vision: MTV Spain in the mobile market Music is interesting, but we’re facing new ways of consuming it with higher penetration ratios than our channels Data: 3ª Ola EGM
      • We need to be where our target is
      Overall vision: MTV Spain in the mobile market
      • If we ask our viewers what do their stop doing when they go for browsing the web, most common answer is that they stop watching TV (67.7%)
      • If we ask them what activities they did on line during the last month, 56% answers “downloading music” and just 3.4% of them pays for those downloads
      • We need to get positions in the market
        • MTV is the best brand for advertisers looking for young target
        • Then, MTV has to be able to connect with the target wherever they are.
        • Our first answer to “why MTV goes mobile?” is because our target goes Mobile
      • We need to explore new revenue streams
      Overall vision: MTV Spain in the mobile market
      • At the end of the day, we’re global:
      • Viacom launched more mobile video channels in the US than any other media company
      • Will operate 15 mobile TV channels via MTVN Intl by the end of 2006
      • MTV Networks is developing and programming a wide range of mobile content, including new original 3G programming to mobile audiences worldwide
      Overall vision: MTV Spain in the mobile market
      • When: since back in 2001 until now. We keep on doing sms contest as the easiest answer to a TV spot
      • Why: a 360º campaign (Doritos, Fritolay company)
        • first Mobile use along with the first on line launch of mtv.es in order to build a 360º campaign
        • Great success (in terms of sms answer and on line downloads)
      • How: revenue share with an sms platform owner
      • What: sms contest plus first downloads (ringtones)
      Our first steps: sms services
      • When: since back in 2003 until now
      • Why:
        • new cell phones admit more content to download
        • wap/Imode as the answer to bring the brands to the consumers handset.
        • Advertising opportunities driven by co-marketing campaigns with MNOs
      • How: revenue share with technical developer plus deal with the 3 MNOs
      • What: Channel grid, promotions, news, ringtones, images, games… and ads soon
      • This will be soon a reality in MTV Portugal as well
      Increasing presence: from web to wap
      • When: since back in 2003 until now
      • Why:
        • A way to keep viewers watching our shows
        • A way to interact with users and make them feel inside the MTV community
      • How: revenue share with an technical developer
      • What: pure sms shows, sms as a way to participate in a show –voting, sending opinions-
      Bringing some interactivity in: sms on screen
      • When: since December 2003 until now, daily show Monday to Friday
      • Why: A way to interact with users and make them feel inside the MTV community
      Bringing some interactivity in: sms on screen, MTV Portugal: re:action
      • What: a way to participate in a show, voting, sending opinions
      • When: since back in 2005 until now
      • Why:
        • New handsets admits video
        • A revenue stream that fits our core business
        • More profit from our products
        • Communicating our products on new formats
        • Offering our channels wherever the user is
      • How: revenue share with MNO. Pay per access, pay per subscription, VOD , simulcast…
      • What: any kind of video content
      Mobile in our core business: video meets mobile
      • TMN: MTV Music (24/7 channel), MTV Snax (made for mobile loop), Game One   (24/7 channel), Nick (made for mobile loop)
      • Vodafone: MTV Music and MTV Snax
      • Optimus: To be announced soon...
      • Are more about to come...
      Video meets mobile: actual projects in MTV Portugal
    • The model evolves: how it was?
      • Revenues
        • Carriage
        • Advertising
      • Costs
        • Content
        • Programming
      Viewers / Ratings Investment
    • The model evolves: how? Viewers / Ratings Investment
      • “ Controlled” (B2C)
        • Advertising
          • Web sites
          • Overdrive
        • Digital Music Services
          • OD2
          • Urge
        • SMS-to-TV
      • “ Over the Fence” (B2B)
        • MobileTV
        • Mobile VOD
        • MVNO
        • Mobile Games
        • Content licensing
          • iTunes etc)
      Revenues
      • Internal
        • Other Viacom companies
        • Technology
      Costs
      • External
        • Record labels
          • Plays
          • Subs
          • Rev share
        • Publishers
        • Back-end
          • Talent
          • Unions
      • This is a quick evolving market: keep your eyes open
      • It’s not about technology, but about adapting tools to your company strategy
      • Some next to come chances:
        • DVBH possibilities (video plus data on same handset screen)
        • Content pushed to users by subscription
        • Video advertising for Mobile
        • Off portal wap capabilities
        • Once in mobile, why not on iPods?
        • And many, many more…
      Next steps
    • Next steps: being multiplatform!! PORTALS DEVICES SEARCH RSS P2P
    • Víctor Puig Head of Interactive [email_address] Tfno: 91 781 84 32 Serrano 43-45, 4º Planta 28001 Madrid Muito obrigado