Mobile Advertising - making money from mobile


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Mobile Advertising - the opportunity and how to realise value using a world leading partner like mobilePeople

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  • Mobile Advertising - making money from mobile

    1. 1. Mobile potential for directory providers <ul><li>Driving revenue from the European directory environment </li></ul>Martin Wilson Managing Director
    2. 2. About mobilePeople <ul><li>mobilePeople is the global leader in local mobile search & advertising solutions for publishers </li></ul><ul><li>Privately held, Founded in 2002, now 50+ employees </li></ul><ul><li>Investor: Via Venture Partners (VC) </li></ul><ul><li>Products: Mobile Search, Maps and Advertising </li></ul><ul><li>Launched with publishers in 12 markets (8 languages) </li></ul><ul><li>Headquarters in Copenhagen (DK), branch offices in London (UK), </li></ul><ul><li>Melbourne (AUS), Denver (US) </li></ul>
    3. 3. Topics <ul><li>Directory landscape </li></ul><ul><li>Products in action today </li></ul><ul><li>Revenue opportunity </li></ul><ul><li>European/Global opportunity </li></ul>
    4. 4. Directory providers’ unique strengths <ul><li>Directory providers typically have a set of unique strengths in the local space that sharply differentiate them from competitors. </li></ul><ul><ul><li>The most important strength, the one that presents the highest barrier to entry to competitors such as portals, is their highly developed and effective sales force. </li></ul></ul><ul><li>In addition, it is believed that the majority have a variety of additional strengths that are also deemed to be important. These are: </li></ul><ul><ul><li>buyer-centric search engine, that eliminates most irrelevant search results found on portals </li></ul></ul><ul><ul><li>well developed classification taxonomy, including thesaurus, key words, and attributes </li></ul></ul><ul><ul><li>sophisticated location taxonomy </li></ul></ul><ul><ul><li>strong position and brand recognition in the local market </li></ul></ul>
    5. 5. Landscape has changed, but... <ul><li>Directory providers are no longer just in the directory space </li></ul><ul><ul><li>Now will be competing in the ‘Local information’ sector </li></ul></ul><ul><li>All have brands that is both recognised and understood by consumers </li></ul><ul><ul><li>Challenge is to build a mobile presence based on core competencies, then offer utility </li></ul></ul><ul><li>Build around core strength of rich, comprehensive and structured content </li></ul><ul><ul><li>Speed and ease of use are paramount </li></ul></ul><ul><ul><li>Content will support the decision process and add value </li></ul></ul><ul><ul><li>Actionable results are essential </li></ul></ul><ul><li>Users will deliver sustained usage levels </li></ul><ul><ul><li>Mass market approach to mid and high tier devices, rather than by niches </li></ul></ul><ul><ul><li>Goal is to deliver penetration of the mobile Internet user base </li></ul></ul><ul><li>Directory providers are better placed to commercialise the channel than most </li></ul><ul><ul><li>Existing relationships with many SMBs </li></ul></ul>
    6. 6. Products in action <ul><li>Customer: (UK) </li></ul><ul><li>Service: </li></ul><ul><li>Description: Client* and Browse applications </li></ul><ul><li>Features: - Yellow Pages style search </li></ul><ul><li>- Auto suggest* </li></ul><ul><li>- Click-to-call </li></ul><ul><li>- Maps and directions </li></ul><ul><li>- Send to friend* </li></ul><ul><li>- Save to contacts* </li></ul>Product: LOCAL
    7. 7. Auto-suggest <ul><li>Dramatically improves usability </li></ul><ul><li>Top categories included </li></ul><ul><li>Main cities and towns included </li></ul><ul><li>Remembers user entered terms </li></ul>
    8. 8. Products in action <ul><li>Customer: </li></ul><ul><li>Service: </li></ul><ul><li>Description: Client application and browser </li></ul><ul><li>Features: - Yellow and White Pages search </li></ul><ul><li>- Media search: news, Wikipedia.. </li></ul><ul><li>- Images, ringtones </li></ul><ul><li>- Maps </li></ul><ul><li>- Auto suggest </li></ul><ul><li>- - Click-to-call </li></ul>Product: Truvo (World Directories) (BE, PT, IE) LOCAL+
    9. 9. Products in action <ul><li>Customer: (UK) </li></ul><ul><li>Service: </li></ul><ul><li>Description: Client application </li></ul><ul><li>Features: - Yellow Pages search </li></ul><ul><li>- Address and POI look-up </li></ul><ul><li>- Scroll and pan maps </li></ul><ul><li>- Over layed routes </li></ul><ul><li>- Auto suggest </li></ul><ul><li>- Click-to-call </li></ul><ul><li>- Send to friend </li></ul>Product: MAPs+
    10. 10. <ul><li>Dynamic raster tiled maps, overlayed routes </li></ul><ul><ul><li>Benchmarked on Google, out performs in no. areas </li></ul></ul><ul><ul><li>Some of most advanced map technology deployed </li></ul></ul><ul><li>Free form address and POI search </li></ul><ul><li>Accurate street and place searching </li></ul><ul><ul><li>i.e.2 St Thomas Street , Winchester, SO23 9HE </li></ul></ul><ul><li>POI searching </li></ul><ul><ul><li>Nelson’s Column </li></ul></ul><ul><li>Additional applications for usage </li></ul><ul><ul><li>Full European/USA search offering </li></ul></ul>Dynamic raster maps, address & POI look up
    11. 11. Strategic focus for Directory Providers <ul><li>The core strategic focus for mobile services will be to grow service transactions (usage) to their platforms, as ultimately usage will be the supporter of monetisation. </li></ul>A second strategic focus will be to maximise and to support in the delivery of commercial value from the mobile services.
    12. 12. Business/service model (FR) User acquisitioning is key to generate sustainable volumes of searches. Source: Internet users - Forrester Research 2007 Growth and activity – Based on Internal estimates
    13. 13. Revenue potential – benchmark e2010/11 <ul><li>Mobile Internet revenue (FR segment) </li></ul><ul><ul><li>Reach 20% = e4.6m regular active users </li></ul></ul><ul><ul><li>Usage est. = 36 times per year / 63 times per year </li></ul></ul><ul><ul><li>E2010/11 = 166.5m visits (searches) / 291.4m visits (searches) </li></ul></ul><ul><ul><li>Visit value = €0.47 </li></ul></ul><ul><ul><li>Potential E2010/11 = €78.2m / € 136.9m </li></ul></ul>
    14. 14. Business/service model (UK) <ul><li>Again focusing on user acquisition.. </li></ul>Source: Internet users - Forrester Research 2007 Growth and activity – Based on Internal estimates
    15. 15. Commercial approaches <ul><li>When ready to commercialise different commercial approaches can be seamlessly deployed to the services: </li></ul><ul><ul><li>Presence </li></ul></ul><ul><ul><ul><li>based on sponsorship or tenancy </li></ul></ul></ul><ul><ul><li>Prominence </li></ul></ul><ul><ul><ul><li>based on prioritised results – Content, Keyword or Location related </li></ul></ul></ul><ul><ul><li>Performance </li></ul></ul><ul><ul><ul><li>based on user actions – Call, Click, Book, Buy… </li></ul></ul></ul><ul><li>All can be supported by the existing mobilePeople ad server and ad solutions. </li></ul>
    16. 16. Real Commercial opportunity Opportunity
    17. 17. Real opportunity for partnership Advertisers (via DP’s) long tail <ul><li>Optimised content: </li></ul><ul><li>Business results/Local information </li></ul><ul><li>Landing page/ Info page/AdSite </li></ul><ul><li>Rich content – Images, Videos, User gen. </li></ul>Business/Distribution logic Application (MP) <ul><li>Onward actions: </li></ul><ul><li>Call, Booking, Ordering, Buy.. </li></ul><ul><li>Coupons, Promotions, Surveys... </li></ul><ul><li>Maps, Directions… </li></ul>Reach (channels) Local Search Search Engines Social networks Carriers portals Directory Assistance Handset manufactures Navigation devices Etc. Audience We offer home and office contracts. We create beautiful Bouquets and hand tieds. Corner House Parade, Epsom Road, Surrey Kt17 1NX Call Map/directions Save to address book Opportunity
    18. 18. Thank you Martin Wilson   mobilePeople A/S 1 Liverpool Street, London, EC2M 7QD UK e [email_address]