Mark Watts Jones Sn World Forum V0 1


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Presentation to Social Media World Forum on monetising mobile social media.

In summary: look at emerging online monetisation and do what is right for your target users

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Mark Watts Jones Sn World Forum V0 1

  1. 1. Social Media World Forum - Monetising your mobile offering Mark Watts-Jones Orange UK, Head of Product Marketing [email_address] Twitter: MWJ March 2010
  2. 2. What I am going to say… <ul><li>Know your customers </li></ul><ul><li>Mobile internet is heading for the mainstream but isn’t there yet </li></ul><ul><li>There are many methods of monetisation – but this should not be the question </li></ul><ul><li>Distribution and marketing remain the key </li></ul>1 2 3 4
  3. 6. Basic mobile, engaged online users Wide social groups, budget constrained, tech savvy Want it all, tech experts, heavy communicators Close knit family & friends - high voice & text use I’d like to introduce you to the Orange animals
  4. 8. A recent survey of 1,000 Orange customers asked “what services do you use on your mobile?” <ul><li>Know your customers and `target services they will use at them </li></ul><ul><li>Don’t forget the mainstream </li></ul><ul><li>SMS is still the widest adopted ‘service’ </li></ul>
  5. 9. Mobile usages is dominated by Facebook, Google and operator sites <ul><li>Facebook usage is increasing awareness and engagement in mainstream markets </li></ul>
  6. 10. <ul><li>Freemium </li></ul><ul><li>Users buy, spend and earn credits called ‘Flirt Points’ </li></ul><ul><li>Flirt Points are used for : </li></ul><ul><ul><li>Gifting: Buy and send virtual gifts </li></ul></ul><ul><ul><li>Visibility: Users advertise themselves via a bidding system </li></ul></ul><ul><ul><li>Ego/vanity: Reveal who has rated them and boost own ratings </li></ul></ul><ul><ul><li>Alerts: Users set up SMS/email alerts for incoming activity </li></ul></ul>New methods of monetistion - Flirtomatic
  7. 11. New methods of monetistion <ul><li>Emerging online models offer opportunities in mobile – both directly and by raising user awareness and willingness to participate </li></ul>
  8. 12. New methods of monetistion - Farmville
  9. 13. New methods of monetistion - Freemium <ul><li>Freemium or ‘lite’ models allow initial engagement and an opportunity to upsell </li></ul><ul><li>c.6-8% of Angry Birds ‘lite’ users go on to download the paid for app </li></ul>
  10. 14. <ul><li>Starbucks and Foursquare partnership to allow Starbucks customers to ‘check in’ and earn rewards </li></ul><ul><li>No coffee or financial incentives announced yet but presumably will be used to test emerging reward programmes </li></ul>New methods of monetistion - Foursquare <ul><li>The monetisation is becoming softer and more creative than directly charging users </li></ul>
  11. 15. Monetistion should be about benefit, not revenue <ul><li>Orange use engagement with mobile services to support our customer relationships and brand experience </li></ul><ul><li>Get these right and the core business benefits </li></ul>
  12. 16. <ul><li>Customer and market research is key </li></ul><ul><li>Reach and revenue are nice to have, but retention — getting users to return — is the key to success </li></ul><ul><li>Design in persistence and social features from the start </li></ul><ul><li>Freemium model offers strong opportunities to initially engage users </li></ul><ul><li>Most service discovery comes from word of mouth, not from people searching app stores </li></ul>Some recent experience
  13. 17. Use mobile to benefit the core business - eBay <ul><li>Many mobile experiences are now focussed on organisations core businesses – not standalone mobile experiences </li></ul>
  14. 18. Use mobile to benefit the core business - Rightmove
  15. 19. Use mobile to benefit the core business – Telegraph and Sky
  16. 20. Use mobile to monetise the core business - Guardian <ul><li>Guardian iPhone app – 110k downloads at £2.39 </li></ul><ul><li>… but how about making it free and charging £1 per month subscription! </li></ul>
  17. 21. In summary… <ul><li>Think customers, not product or payment method </li></ul><ul><li>Differentiate on quality of experience NOT features </li></ul><ul><li>Take account of both customer insight and product and device “push” </li></ul><ul><li>Work from online experiences and reflect in mobile </li></ul><ul><li>Focus on the core business – this is usually where the value is </li></ul>