Mobile internet; the next big thing?  … plus 10 tips  September 2008 Jop Pollmann [email_address] www.momac.net
The mobile internet market <ul><li>A real internet experience for mobile users is on the rise </li></ul><ul><li>The mobile...
Mobile internet maintains strong growth
Mobile internet maintains strong growth
Mobile advertising on the rise
Company description <ul><li>Momac is a dynamic, fast growing prime player in the mobile industry </li></ul><ul><li>Founded...
MoMac: bringing the internet to mobile <ul><li>Momac’s full-range end-to-end mobile publishing suite ‘GoMedia’ enables ope...
Sites for A-brands and media…
MoMac services telco customers such as:
Use your existing XML feeds Any type of content feeds can be connected: NewsML, XML, RSS, text etc Many video formats (WMV...
But… is it a different medium?
Web and mobile have different dynamics…
And more change upcoming…
Mobile and web converge differently with other media <ul><li>http://news.cnet.com/8301-13953_3-9961900-80.html </li></ul>
Some tips
1. Ensure a dynamic user-experience  <ul><li>Refresh content at least once a day, preferably 24/7 (depending on genre) </l...
2. Stimulate user participation in your mobile site <ul><li>Include interactivity: quizzes, polls, price competitions and ...
3. Optimise your site to any specific mobile device  <ul><li>Every handset is different: recognize handset by its unique “...
4. Benefit from existing exposure for promotion <ul><li>Include a service on your website where users can enter their mobi...
5. Drive traffic to your site from operator portals <ul><li>Get your site on Vodafone Live!, Hi, KPN Vandaag, Telfort Spot...
6. Direct traffic to your site from open directories <ul><li>Ilse Startpagina voor mobiel:  www.startpagina.nl/pda/ </li><...
7. Enable web URL to work on mobile handset <ul><li>User should be able to enter a regular web URL on mobile handset, afte...
<ul><li>Optimise your visibility to Google by using Google mobile sitemaps </li></ul><ul><li>Place the following line with...
9. Make your users your ambassadors! <ul><li>Stimulate your users to share your mobile site with their friends! </li></ul>...
10. Create network of linked mobile sites <ul><li>Start mobile ad campaign from other mobile sites to your site </li></ul>...
 
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Business Models Momac

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Business Models Momac

  1. 1. Mobile internet; the next big thing? … plus 10 tips September 2008 Jop Pollmann [email_address] www.momac.net
  2. 2. The mobile internet market <ul><li>A real internet experience for mobile users is on the rise </li></ul><ul><li>The mobile internet market shows strong growth - 3G networks are being rolled out - 3G phone adoption is gaining momentum - marketing is seeding user interest for mobile internet - flat-rate data plans are becoming mainstream - the operator’s walled gardens are coming down - relevant services and applications enter the market - in addition to smart phones, mobile internet devices are entering the market (iPhone, iTouch) </li></ul><ul><li>Mobile internet usage will triple by the end of 2013 (Forrester 2008) </li></ul>
  3. 3. Mobile internet maintains strong growth
  4. 4. Mobile internet maintains strong growth
  5. 5. Mobile advertising on the rise
  6. 6. Company description <ul><li>Momac is a dynamic, fast growing prime player in the mobile industry </li></ul><ul><li>Founded in 2001 in the UK and Holland, Momac started as a true Anglo-Dutch company </li></ul><ul><li>Now based in The Netherlands, UK, France and further activities in Germany, Switzerland, Belgium, Ireland and South-Africa </li></ul><ul><li>App. 40 employees </li></ul><ul><li>Profitable since 2004 </li></ul><ul><li>Owned by management and Truffle Capital </li></ul><ul><li>RedHerring 100 Winner 2008 </li></ul>
  7. 7. MoMac: bringing the internet to mobile <ul><li>Momac’s full-range end-to-end mobile publishing suite ‘GoMedia’ enables operators and media companies to create rich-media mobile sites </li></ul><ul><li>GoMedia automatically optimises content and functionality to all handset models currently in the market; regular phones, smartphones and PDA's. The platform offers seamless billing integration, on- and off-portal </li></ul><ul><li>GoMedia gives (non-technical) professionals complete control over their mobile Internet activities; GoMedia is a fully web-based solution </li></ul>
  8. 8. Sites for A-brands and media…
  9. 9. MoMac services telco customers such as:
  10. 10. Use your existing XML feeds Any type of content feeds can be connected: NewsML, XML, RSS, text etc Many video formats (WMV, AVI, MPEG, QuickTime etc) can be coded to mobile
  11. 11. But… is it a different medium?
  12. 12. Web and mobile have different dynamics…
  13. 13. And more change upcoming…
  14. 14. Mobile and web converge differently with other media <ul><li>http://news.cnet.com/8301-13953_3-9961900-80.html </li></ul>
  15. 15. Some tips
  16. 16. 1. Ensure a dynamic user-experience <ul><li>Refresh content at least once a day, preferably 24/7 (depending on genre) </li></ul><ul><li>Adjust content offering to “ rhythm of the day ”: e.g. traffic information on homepage only in traffic hours, sports news around matches etc </li></ul><ul><li>Be creative with content selection and temporarily adjusted look-and-feel: adept to big (news) events, happenings, seasons, hypes/trends etc </li></ul>
  17. 17. 2. Stimulate user participation in your mobile site <ul><li>Include interactivity: quizzes, polls, price competitions and little games </li></ul><ul><li>Ask users opinion: rating of content (YouTube), forums and response forms </li></ul><ul><li>Enable users to interact and share their content (social networking, blogs) </li></ul>
  18. 18. 3. Optimise your site to any specific mobile device <ul><li>Every handset is different: recognize handset by its unique “user agent” </li></ul><ul><li>Optimise site for that handset: render graphics, video, tables, Flash Lite etc </li></ul><ul><li>Consult open source WURFL* for specifications: wurfl.sourceforge.net </li></ul>* Wireless Universal Resource File
  19. 19. 4. Benefit from existing exposure for promotion <ul><li>Include a service on your website where users can enter their mobile phone number to receive a direct (wap-push) link to the mobile site </li></ul><ul><li>Promote your mobile site on print, TV and radio using an SMS keyword to a shortcode  sender receives a (wap-push) link back </li></ul><ul><li>Fact: results (conversion rates) are much higher when mobile site is mentioned in relevant editorial context rather then in a plain advertisement </li></ul>
  20. 20. 5. Drive traffic to your site from operator portals <ul><li>Get your site on Vodafone Live!, Hi, KPN Vandaag, Telfort Spot, etc </li></ul><ul><li>Still starting point for many users: easy access, safe, tested (it works!) </li></ul><ul><li>However: site owner has to comply to operator specific requirements </li></ul><ul><li>And: operators increasingly stimulate open mobile internet outside portal (“off portal”) </li></ul>
  21. 21. 6. Direct traffic to your site from open directories <ul><li>Ilse Startpagina voor mobiel: www.startpagina.nl/pda/ </li></ul><ul><li>De Mobiele Startpagina: startmobiel.mobi </li></ul><ul><li>Rabobank Mobiel: wap.rabomobiel.nl </li></ul><ul><li>Flexible Portal: mmm.bel.nl </li></ul><ul><li>Wapreview: wapreview.com </li></ul><ul><li>Mippin: mippin.com </li></ul><ul><li>Dir.mobi: dir.mobi </li></ul><ul><li>etc… </li></ul>
  22. 22. 7. Enable web URL to work on mobile handset <ul><li>User should be able to enter a regular web URL on mobile handset, after which he is recognised as ‘mobile user’ and redirected to the mobile site </li></ul><ul><li>Recognition by distinguishing regular browsers (IE, Firefox, Safari) from mobile browsers, based on list of mobile ‘user agents’ </li></ul><ul><li>domain.mobi </li></ul><ul><li>mobiel.domain.nl </li></ul>
  23. 23. <ul><li>Optimise your visibility to Google by using Google mobile sitemaps </li></ul><ul><li>Place the following line within the <HEAD> tag on your website: <link rel=&quot;alternate&quot; media=&quot;handheld&quot; href= &quot;domain.mobi&quot; /> </li></ul><ul><li>Make sure Google Mobile knows that you have a mobile site: prevent your website from being transcoded! </li></ul><ul><li>Most ‘SEO techniques’ for web are also relevant for Google Mobile results </li></ul><ul><li>Set up campaigns with Google AdWords </li></ul>8. Understand and utilize Google Mobile
  24. 24. 9. Make your users your ambassadors! <ul><li>Stimulate your users to share your mobile site with their friends! </li></ul><ul><li>Include ‘send-to-a-friend’ by using WAP-push to another mobile phone </li></ul><ul><li>Facilitate site-forwarding as well as forwarding of individual content items, e.g. video-clips, to another phone directly </li></ul>
  25. 25. 10. Create network of linked mobile sites <ul><li>Start mobile ad campaign from other mobile sites to your site </li></ul><ul><li>Dutch mobile ad agency’s: e.g. WebAds, MADS, BiggerWorks </li></ul><ul><li>International ad networks: e.g. AdMob, Google AdWords, Yahoo! </li></ul><ul><li>Exchange links with associated/friendly sites </li></ul><ul><li>But avoid being considered a ‘link-farm’! </li></ul><ul><li>Fact: CTR is higher when promoted site is relevant to the context of the publishing site. </li></ul><ul><li>Fact: CTR is higher in a combination of graphical banner with text-link, then clickable banner or text-link only. </li></ul>

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