Cibenix Mobile Monday Apr2009

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Influence of user experience on mobile advertising revenues.

Cibenix,
Mobile Monday Belfast
9th April 2009

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Cibenix Mobile Monday Apr2009

  1. 1. User Experience & On-Device Advertising Mobile Monday, Belfast, April 2009 Confidential © Cibenix 2009
  2. 2. Threats from all sides ... Handset Vendors Very Strong Brand Close to Customer Internet Brands Very strong Brand Close to Customer <ul><li>Our customer is the Mobile Operator </li></ul><ul><li>The strength of the handset vendors and Internet brands offers a significant threat to our customers </li></ul><ul><li>Bit pipe only? </li></ul><ul><li>Where does customer loyalty lie? </li></ul><ul><li>Disintermediation? </li></ul>
  3. 3. ... Putting the operator on the device <ul><li>The Cibenix ODS solution allows the operator </li></ul><ul><li>To engage the customer at point of entry and influence their behaviour </li></ul><ul><li>To manage the Customer Relationship </li></ul><ul><li>Customer Service </li></ul><ul><li>Service Quality / consistency </li></ul><ul><li>User Experience </li></ul><ul><li>Service Relevance </li></ul><ul><li>To establish service usage habits </li></ul>
  4. 4. Cibenix On-Device Services (ODS) Solution ODS Designer ODS Server ODS Client
  5. 5. ODS Advertising - CSFs If ads are presented in an attractive, intuitive and non-invasive fashion within ODS, and if these ads are carefully targeted , then advertising is perceived by subscribers as content in its own right, and not as spam – driving highly successful click-thru rates and ROI to advertisers “ “
  6. 6. Attractive, Intuitive & Non-Invasive ?
  7. 8. Attractive? Simplicity! <ul><li>On average, each user clicks online twice a day from idle screen </li></ul><ul><li>3 Quote: “Phenomenal Performance” </li></ul><ul><li>Streamlined Dashboard </li></ul><ul><li>Apps, Bookmarks, Widgets </li></ul><ul><li>User Control of UE </li></ul>
  8. 9. Intuitive? Put the User in Control ?
  9. 10. Non-Invasive? Needs a balanced approach Online Offline <ul><li>Pop-up Density </li></ul><ul><li>Advert every N calls </li></ul><ul><li>Maximum adverts per time-period </li></ul><ul><li>User click-through on an advert removes next N adverts </li></ul><ul><li>Call Configuration </li></ul><ul><li>Adverts only to certain numbers e.g. Circle of Friends </li></ul><ul><li>Adverts only on calls over a certain duration </li></ul><ul><li>Adverts only on certain call types e.g. International </li></ul><ul><li>Time Configuration </li></ul><ul><li>Office Hours, Evenings, Weekends, Event-Specific </li></ul><ul><li>Advert Real Estate </li></ul><ul><li>Full screen or various size offered as part of rate-card </li></ul><ul><li>User Interaction </li></ul><ul><li>Call initiation, Send SMS, Browse to URL, Open ODS </li></ul>
  10. 11. Targeted? Tracking Usage not a bad thing, but ... Behavioural Contextual  
  11. 12. Putting it all together Idle Screen & Location Broadway South Street Seaport Wall Street Location-specific adverts on the device idle-screen Location delivered by Cibenix Server via NSN Service Delivery Framework (SDF)
  12. 13. Idle Screen & Location If ads are presented in an attractive, intuitive and non-invasive fashion within ODS, and if these ads are carefully targeted , then advertising is perceived by subscribers as content in its own right, and not as spam – driving highly successful click-thru rates and ROI to advertisers “ “    

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