Mobile Web Opportunities

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The mobile internet is growing fast. The session will cover business opportunities, technical challenges, traffic sources and monetization methods. It is aimed at both advertisers and affiliates.

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Mobile Web Opportunities

  1. 1. Mobile Web Opportunities Peter Glaeser, Managing Director, Mobile Space Ltd.
  2. 2. Overview <ul><li>Traditional vs. Mobile </li></ul><ul><li>Building Mobile Sites </li></ul><ul><li>Traffic Sources </li></ul><ul><li>Monetization Methods </li></ul><ul><li>Summary </li></ul><ul><li>Resources </li></ul><ul><li>About </li></ul><ul><li>Q&A </li></ul>
  3. 3. 1. Traditional vs. Mobile <ul><li>Screen sizes and resolutions </li></ul>
  4. 4. 1. Traditional vs. Mobile <ul><li>Input devices </li></ul>
  5. 5. 1. Traditional vs. Mobile <ul><li>Connection speed </li></ul>from 1MB/s to 20 MB/s From 384 kB/s (UMTS/3G) to 3.6 MB/s (HSDPA)‏ up to 53.6 kB/s (GPRS)‏
  6. 6. 1. Traditional vs. Mobile <ul><li>Cookies, JavaScript, Flash </li></ul>
  7. 7. 1. Traditional vs. Mobile <ul><li>Conclusion: </li></ul><ul><li>technical limitations </li></ul><ul><li>different user experience </li></ul><ul><li>alternative solutions needed </li></ul>
  8. 8. 1. Traditional vs. Mobile <ul><li>Solutions for advertisers: </li></ul><ul><li>create separate .mobi sites </li></ul><ul><li>shorten URLs </li></ul><ul><li>get rid of tracking pixels </li></ul><ul><li>build server-based tracking </li></ul>
  9. 9. 1. Traditional vs. Mobile <ul><li>Solutions for affiliates: </li></ul><ul><li>stop using tracking pixels </li></ul><ul><li>start using sub IDs (John Hasson)‏ </li></ul><ul><li>find out which handsets convert </li></ul><ul><li>test it yourself </li></ul>
  10. 10. 2. Building Mobile Sites <ul><li>XHTML Mobile Profile </li></ul><ul><li><!DOCTYPE html PUBLIC &quot;-//WAPFORUM//DTD XHTML Mobile 1.1//EN&quot; &quot;http://www.openmobilealliance.org/tech/DTD/xhtml-mobile11.dtd&quot;> </li></ul><ul><li>DIVs instead of tables </li></ul><ul><li>images only when needed </li></ul><ul><li>must display well on different screens </li></ul><ul><li>test with different handsets, operators ... </li></ul>
  11. 11. 2. Building Mobile Sites <ul><li>Input format via CSS (examples)‏ </li></ul><ul><li><input type=&quot;text&quot; style=&quot;-wap-input-format: 'N'&quot;/> </li></ul><ul><li>one numeric character </li></ul><ul><li><input type=&quot;text&quot; style=&quot;-wap-input-format: 'AA'&quot;/> </li></ul><ul><li>two uppercase letters </li></ul><ul><li><input type=&quot;text&quot; style=&quot;-wap-input-format: 'A*a'&quot;/> </li></ul><ul><li>one uppercase character plus zero or more lowercase characters </li></ul>
  12. 12. 2. Building Mobile Sites <ul><li>Click to call </li></ul><ul><li><a href=&quot;tel:+18001234567&quot;>call us</a> </li></ul><ul><li>Click to text message </li></ul><ul><li><a href=&quot;sms:+18001234567&quot;>write us</a> </li></ul>
  13. 13. 3. Traffic Sources <ul><li>unpaid: existing user base, offline media, plugins, SEO </li></ul><ul><li>paid: direct deals, network operators, communities, ad networks, SEM </li></ul>
  14. 14. 4. Monetization Methods <ul><li>direct deals: </li></ul><ul><li>hard to set up </li></ul><ul><li>often without any appropriate tracking </li></ul><ul><li>ad networks: </li></ul><ul><li>CPM/CPC based with low payouts </li></ul><ul><li>no tracking problems though </li></ul>
  15. 15. 4. Monetization Methods <ul><li>affiliate programs: </li></ul><ul><li>CPA based </li></ul><ul><li>higher payouts </li></ul><ul><li>direct relationships </li></ul><ul><li>mobile conversion tracking needed </li></ul>
  16. 16. 4. Monetization Methods <ul><li>existing advertisers: </li></ul><ul><li>mostly from mobile entertainment </li></ul><ul><li>some from gambling (UK)‏ </li></ul><ul><li>hardly any from retail </li></ul><ul><li>hardly any big brands </li></ul>
  17. 17. 4. Monetization Methods <ul><li>missing advertisers: </li></ul><ul><li>retail (mobile price comparison)‏ </li></ul><ul><li>bookings (travel, dining, tickets)‏ </li></ul><ul><li>local deliveries (groceries, pizza)‏ </li></ul><ul><li>content (news, music, movies, adult)‏ </li></ul><ul><li>social services (networking, dating)‏ </li></ul>
  18. 18. 5. Summary <ul><li>enough users there already </li></ul><ul><li>traffic can be quite inexpensive </li></ul><ul><li>still relatively little competition </li></ul><ul><li>building mobile sites isn't difficult </li></ul><ul><li>more advertisers needed </li></ul><ul><li>lots of opportunities for start-ups </li></ul>
  19. 19. 6. Resources <ul><li>XHTML Mobile Profile: </li></ul><ul><li>http://ready.mobi </li></ul><ul><li>http://mtld.mobi/emulator.php </li></ul>
  20. 20. 6. Resources <ul><li>Device databases: </li></ul><ul><li>http://wurfl.sourceforge.net </li></ul><ul><li>http://deviceatlas.com </li></ul>
  21. 21. 6. Resources <ul><li>Payment providers: </li></ul><ul><li>http://www.bango.com </li></ul><ul><li>http://www.zong.com </li></ul>
  22. 22. 7. About <ul><li>Peter Glaeser </li></ul><ul><li>company: www.sponsormob.com </li></ul><ul><li>blog: www.peterglaeser.com </li></ul><ul><li>Twitter: peterglaeser </li></ul><ul><li>Networks: LinkedIn, XING, Facebook </li></ul>
  23. 23. <ul><li>Peter Glaeser </li></ul><ul><li>company: www.sponsormob.com </li></ul><ul><li>blog: www.peterglaeser.com </li></ul><ul><li>Twitter: peterglaeser </li></ul><ul><li>Networks: LinkedIn, XING, Facebook </li></ul>7. About Q&A

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