Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Innovating in the mobile market - Andrew Bud, iProov

800 views

Published on

Presented at the Israel Mobile Summit 2013
http://www.israelmobilesummit.com

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

Innovating in the mobile market - Andrew Bud, iProov

  1. 1. Innovating in Mobile Lessons learned from a decade of mobile content Andrew Bud Global Chair, MEF Founder & CEO iProov Tel Aviv, 10th June 2013
  2. 2. A Dozen Years of Mobile Content • 1997 First ringtone services in Finland • 2000: Yourmobile.com creates global ringtone demand • 2001: First premium rate services in Sweden • 2003: Ringtone business explodes in Europe • 2004: $12bn industry; US off-portal begins, Crazy Frog ! • 2005: Crazy Frog scandals and No 1 hit • 2006: First Class Action suit in US • 2007: $35bn industry; iPhone launch • 2008: Apple App Store Launch • 2009: Android Market Launch • 2010: Angry Birds phenomenon
  3. 3. What did we learn? • Consumers define markets • Scalable Iteration discover markets • Simplicity drives markets • Greed destroys markets
  4. 4. Consumers Define Markets Cute intersection of two great industries Entertainment ($500bn) Mobile ($1000bn) How the suppliers saw it…….
  5. 5. Consumers Define Markets How the consumers saw it……. $35 billion
  6. 6. Consumers Define Markets WHY DID YOU PURCHASE ITEMS ON YOUR MOBILE PHONE? The market is changing…. MEF Global Consumer Survey 2013: 9,500 consumers in 10 countries
  7. 7. Scalable Iteration Discovers Markets Consumer response $$$$ 48 hour response to experiment results Content, pricing, promotion, design Scalable iteration created an industry
  8. 8. Simplicity Drives Markets • Six clicks from desire to purchase…. • …enabled by one-click billing • Make it simple, make it easy… • ….and charge for it Italian Mobile Content Market 0 100 200 300 400 500 600 700 800 900 1000 2001 2002 2003 2004 2005 2006 2007 Year Revenue(€m) Source: Politecnico di Milano Osservatorio Mobile Content & Internet
  9. 9. …but not too simple! Comfortable transaction complexity 0 10 20 30 40 50 60 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 Transaction value £$€ Optimumrelativecomplexity Too simple Too complicated Ringtone subscriptions Kids' In-app purchases Mobile content before operator billing
  10. 10. Greed Destroys Markets • This is what happened next…. • Some people made lots of money very fast even after the market declined • Destruction of consumer confidence was swift and fatal • UK, Italy, US, Indonesia, Brazil – retribution followed complicity • Is it about to happen again? Italian Mobile Content Market 0 100 200 300 400 500 600 700 800 900 1000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Year Revenue(€m) Subscription business model begins Bad practices emerge
  11. 11. MEF Global Privacy Report Consumer Trust & Confidence is a Key Issue
  12. 12. MEF Global Privacy Report Consumer Trust & Confidence is a Key Issue 33%
  13. 13. MEF Global Privacy Report Consumer Trust & Confidence is a Key Issue A near-miss: this time…. …but it’s not going away $ 00,000,000s Join us in solving this!
  14. 14. Lessons from Mobile Content Winners win because they: • Meet consumers’ desires • Make it super simple to transact • Scale by charging and promoting • Adapt and innovate fast • Don’t cheat the customers

×