Keys to successful community growth Situation and perspectives from a mobile player Marcus Ladwig, Co-Founder and COO, peperonity.com From Marcus is Co-Founder and Chief Operating Officer of Peperoni Mobile & Internet software GmbH, a mobile social networking provider that has pioneered the mobile internet space. He earned a master’s degree (Diploma) in Applied Computer Sciences from Dortmund. He is responsible for marketing, international business development and ad sales for peperonity.com. peperonity.com, an end-user mobile platform, currently sees 12+ million unique visitors and 400 million page impressions monthly. http://peperonity.com/

1. Mobile Social Networking
Keys to successful community growth
Situation and perspectives from a mobile player
Marcus Ladwig, Co-Founder and COO, peperonity.com

2. ~1.1 bn PC users on the planet
~3.5 bn mobile phone users
10m unique users monthly in
peperonity
+ Huge potential
- How to exploit it?
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3. Overview
Mobile USP’s and changing environments
Mobile Social Networking goes Web!
How to create customer satisfaction and what it means
Top 5 challenges
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4. Peperoni – operator of peperonity.com
History
Founded in 2001
From white labelling to MSN provision
Mobile Internet for everybody!
Now Mobile Web 2.0
Privately funded until today
Difficult mission: mass market vs. niche
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5. - 5 - December 7, 2009

6. - 6 - December 7, 2009

7. Welcome to the UK's most popular
mobile community currently
featuring 188,370 members! o2
customers send pics and vids to
55555 (MMS standard rate)
>> Grab your myWAP shirt
Cool pics
>> Site of the week
>> Most hits
http://mywap.o2.co.uk http://peperonity.com
On-Portal: 300K+ reg. users Off-Portal: 2.5M+ reg. users
Fully operator integrated All available features in one site,
with MMS short code, focus largest mobile site building
on blogging or site building, network in the world, ad financed
managed service
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8. Web players Mobile players
Situation
... similar, yet different ...
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9. Web players Mobile players
Business models
• Free-for-all, partly ad-funded • Free-for-all
• Premium service / elements • Ad-funded
• Still negative balance sheets • Premium service / elements
most services free, now ads some premium, some ad-funded
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10. Online vs. mobile
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11. Online vs. mobile
Didn‘t get that?
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12. Online vs. mobile
Mobile
pureplays
making their
way forward
Web players
going mobile
Drive mass market adoption Bite out bits and pieces
Fly safely Be faster
Maintain course Overtake
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13. +
= Converged Social Network
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14. peperonity.com
Page Impressions/month : 400 000 000
Unique Visitors/month : 12 000 000
Individ. User-Pages : 6 000 000
Reg. User/currently : 2 500 000
Video downloads daily : 100 000
Clicks per Visitor : 33
Mobile Data Traffic : 15 TB
Available in 10 languages
Most popular mobile social network in India,
Indonesia according to Opera
Reaching 1/5 of the Romanian population
Growing steadily
Fighting web-centricness
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15. Challenges in a web-centric world
Move fast and win
Big companies never move fast!
Don’t copy, innovate!
Know your strengths and weaknesses
Enter partnerships for mutual benefit
Create win-win situations even with competition
Look forward to market consolidation
Creating a hype can be dangerous
# Registered users is not the only important metric
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16. Coming up soon!
New design for Web & WAP!
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17. Challenges in a web-centric world
A good website helps …
… create an additional audience
… build a critical mass in web-centric markets that need both
Going to web means…
… making the most out of the internet capabilities
… exploring two different target groups
Having both site types helps …
… users who want to use both
… taking converging media into account
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18. Creating a viral loop…
>= x1.1
user
recommendations
friend friend friend
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19. What would I like to be?
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20. Core USP’s of popular players
Facebook mobile
… stay in touch with my web peer group and their news
… have Facebook with me on the go
mocospace
… make friends in web or WAP from the United States
… hear the latest gossip, meet artists
peperonity.com
… create a mobile website
… make new friends from over the world in web and WAP
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21. Don‘t copy Facebook, mySpace…
Innovate
Be the best at it
Users will follow if it‘s a need
(And Google will buy you eventually ;-))
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22. How to monetize?
Advertisement
… CPM and CPC advertising, sponsorships
… Web and WAP advertising, banners + text
Premium models
PLUS+
… Subscribe at a premium to receive benefits
… Exploit the full service potential and obtain support PREMIUM MEMBER
Merchandise
… Get those cool peperonity shirts
… Show others what you’re addicted to in real life
(spread the word)
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23. peperonity.com PLUS membership
Pricing PLUS+
… will be fair and transparent
… will be just one fee including everything plus PPE PREMIUM MEMBER
Payment
… will be through phone bill
… one-time and monthly
Features
… more space for wapsites
… SMS alerts, help support, site insurance … 1 GB WAPSPACE
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24. peperonity.com fanshop
- Already available – public
launch: 01-2010
- Featuring hundreds of
available products
- All in peperonity CI
- With cool avatars and quotes
http://peperonity.spreadshirt.net
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25. Creating Customer Satisfaction
1. Internationalization and regionalization
2009-11 lang_en 284.865.560
2009-11 lang_es 23.968.552
2009-11 lang_ro 21.737.197
2009-11 lang_it 15.451.751
2009-11 lang_fr 3.436.724
2009-11 lang_pt 2.041.252
2009-11 lang_de 1.655.055
2009-11 lang_pl 1.223.577
2009-11 lang_el 912.575
2009-11 lang_ru 879.961
English speaking
Coming soon: Hindi, Turkish, Chinese …
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26. Creating Customer Satisfaction
2. Extensive customer support
• Hand-moderated
• Guidelines developed together
with MNO‘s
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27. Creating Customer Satisfaction
3. Place relevant ads
• Good ads won‘t annoy
• Good ads will benefit your site / portal
• Targeting capabilities are much better than online
• Address another target audience right where they are
Also...
• Make money from any mobile site
• No need for operator involvement
• Easy ad setup
• Full control over ads placed
your ad here
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28. Creating Customer Satisfaction
4. Give customers control over content
• At least make them feel they have
• UGC is about users, not the brand
• Content needs to be moderated
• Present the good stuff on the front page
• Let the community tell you what‘s hot
Plus...
• Listen to users
• Learn from them
• Get them
• Hold them
• Satisfy (screw ☺) them
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29. Our top 5 challenges today
From a market perspective
• Make flat rate data plans available and market them
• Make API‘s for the USP‘s phones provide (LBS, subscriber ID‘s...)
• Overcome economic crisis
• Give M(V)NO‘s trust in smaller service providers
• Have worldwide billing and identification mechanisms
From a company perspective
• Win-Win-Partnering
• Regionalization
• Timely introduction of new features
• Monetization
• Product differentiation
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30. Ad marketplaces
• Admob, InMobi
Ad optimizers
• Smaato, RingRing …
Agencies
• YOC …
Direct campaigns
• Nokia, Bob Mobile …
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31. Room for discussion
• What billing method and vendor is the best?
• How to find best price point?
• Direct campaigns vs. ad network monetization
• Single-brand vs. Multi-brand
• Global vs. local
• How deep is the ocean?
What we also do
• Media consulting
• Assist web brands with mobilization
• Find the best way forward for a strategic project including mobile
• White labelling of community products
• Peperoni is open for (regional, global) strategic alliances
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32. Are you ready for the future?
Marcus Ladwig, Co-Founder and COO
Phone +49.2331.484737.50
eMail ladwig@peperoni.de - 32 - December 7, 2009