Monetising Mobile 2: Buzz City


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KF Lai of Buzz City profiles the mobile web user in emerging markets. This presentation was given at ME's Monetising Mobile conference in September 2010.

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Monetising Mobile 2: Buzz City

  1. 1. Profiling the Mobile Internet User<br />Monetising Mobile<br />London, 28 Sep 2010<br />KF Lai<br />CEO, BuzzCity<br />
  2. 2.
  3. 3. Mobile Internet Booms in South Africa<br />World WidWorx : 2010<br />Mobile Internet in SA appears to be driven more (now) by specific apps (MXit, Facebook) rather than browsing from the mobile<br />A majority of mobile phone users have internet capable devices and apps but are not using them either due to cost concerns or ignorance<br />60% of phone users have internet browsing capabilities, but only 21% of them do<br />
  4. 4. Favourable Conditions for Mobile Internet<br />Low PC ownership and access<br />High mobile penetration<br />Mass market pricing for mobile data – flat or quasi-flat rate<br /><ul><li>The “Unwired”</li></ul> A new, unique audience emerges<br /> An INTERACTIVE medium<br />
  5. 5. Market Segments<br />Knowledge workers<br />(Computer + Phone)<br />Upper-Middle Class<br />Non-Knowledge <br />Workers (Blue Collars)<br />Emerging Markets<br />Mobile phone as a second internet device<br />But increasingly spend more Internet time on mobile<br />Mobile phone as the primary internet device<br />Markets with low PC penetration, high mobile penetration and low data rate<br />Started with feature phones, but these consumers are moving to smart phones with price drop.<br />Large opportunities may lie outside major urban centers, eg. tier-2 cities<br />“Unwired”<br />
  6. 6. BuzzCity is a mobile media company offering brand owners and agencies access to a global advertising network on the mobile internet The network is made up of publishers from across the world and BuzzCity’s own mobile media properties<br />
  7. 7. Advertisers<br />BuzzCity<br />Ad Network<br />Publishers<br />BuzzCity Sites<br />- Aggregate & Syndicate<br /><ul><li> Communities
  8. 8. 200 languages
  9. 9. 5 million members
  10. 10. Free mobile games
  11. 11. 6000 games
  12. 12. 100 developers
  13. 13. Recipes
  14. 14. Indie musicians / bands
  15. 15. GIG schedules
  16. 16. Unique audience to advertisers
  17. 17. More options, eg. sponsorships</li></ul>- Deep consumer insights<br />
  18. 18. BuzzCity Mobile Gaming Survey – July 2010<br />1,417 respondents from 10 countries<br />9 out of 10 mobile surfers download and play games<br />Regularity in discovery and consumption of games<br />Graduated from quick-to-play games (Tetris, Solitaire) and look for sophisticated plotlines in Adventure, Action, Sports or Racing themed games<br />Mature in age and 29% women<br />Developers may not be catering to these users as 13% can’t find the games or applications they are looking for<br />Game play dominated by feature phones by Nokia, Samsung and Sony-Ericcsson<br />
  19. 19. BuzzCity Mobile Money Survey– February 2010<br />1,798 respondents from 12 countries<br />90% of mobile users have purchased products or services using their mobile phone<br />47% did not know whether their banks offered banking services; 15% aware but had not taken it up<br />68% purchase are related to mobile phone use (mobile content and prepaid air time)<br />23% bought from online stores, paid a bill, bought prepaid utilities and made bookings via mobile<br />Clear opportunities for mobile transaction to grow<br />29% of global mobile population are without access to a bank account and 56% withouth a credit or debit card<br />
  20. 20. Who Uses the Mobile Internet -- January 2009<br />3,407 respondents from 14 countries<br />Mobile surfers are NOT on the move. 70% are at home when they go online on mobile.<br />60% list communication (chatting, blogging, discussion groups and forums) as the main reason for going online<br />16% use mobile Internet for entertainment: play games, listen to music and watch videos<br />10% stay up-to-date with current affairs<br />87% surf at least once a day, 50% go online more than 5 times a day, more than 60% spend more than 30 minutes each time they log in<br />Usage is throughout the day; most popular in early evenings and continues pass midnight. Least popular during lunch hour.<br />
  21. 21. What have Marketers been doing?<br />Vodacom World Cup (Apurimac)<br />TopTV (PageThreeMedia)<br />Old Mutual (Brandmobile)<br />Nokia (Isobar)<br />Djarum (BubuChikka, Indonesia)<br />-- Download<br />-- Usage<br />-- Engagement<br />-- Recall<br />Adidas (Isobar, India) <br />-- World Cup app on Djuzz<br />BlackBerry (PhoneValley, India) <br />-- targets Windows/Symbian<br />Mobile VAS<br />
  22. 22. Case Studies – Samitivej Hospital, Bangkok<br />Doctor on Mobile<br />Vaccine Alert &<br />Baby Memory<br />Mommy Alert<br />
  23. 23. The Mobile Internet Report, Morgan Stanley, Dec 2009<br />
  24. 24.
  25. 25. Summaries<br />With lowering cost of ownership (handset and data rate), large number of users are surfing on mobile Internet.<br />The activities are increasingly going off-portal.<br />Besides major urban centers, opportunities may lie in second tier cities.<br />Publishers can move contents to mobile Internet to capture the eyeballs and ad dollars.<br />Marketers and brands can also exploit the opportunities to reach this new audience, the “Unwired”, interactively.<br />