Giles Richter - Mowave - Social Networking

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Presentation by Giles Richter of MoWave on the subject of Social Networking presented at Mobile Monday Amsterdam #2

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Giles Richter - Mowave - Social Networking

  1. 1. 240907 Mobile Social Networking and Consumer Generated Media: Company OverviewCase Study & Lessons from the Market Mobile Monday Amsterdam Giles Richter, Mowave
  2. 2. OverviewBackground• Mowave• Mobile services market and business models today• Trends in PC web online community businessMowave Case Study: branded “mobile-centric” community• Self-Central - User experience / navigation tour• Experience/lessons from the market• Implications for business models• In the pipeline
  3. 3. Mowave BackgroundCore Business: Mobile Content ServicesFounded: January 2003 Official Portal Integrations: 80+ Entertainment Services D2C Destinations: 20+ Countries : 30+ Staff: 23 HQ: Amsterdam,Netherlands Asia : Tokyo Pacific: Manila U.S. : L.A. UK : London Ownership: Privately owned by founders
  4. 4. 2007: Where are we now?• Age of Discovery / 1st “gold rush” is over• Usage trends of Web 2-3.0 Internet driving advanced technical innovation on mobile• Transition from mobile premium content services to joined-up/customizable community• Changing business models for mobile providers
  5. 5. PC Web Trends: Companies & SponsorsTarget Social Networking Sites for Advertising• Companies creating sites / presence on Social NetworkingSites Time Warner, Burger King, Volkswagen, P & G, News Corp, Mercedes-Benz• US Trends: Advert. spend on SNS up 500% in 4 years now over US$2 billion per year• Why?“We know our customers spend a lot of time on MySpace.The important thing for us as an advertiser was to makesure we were providing content that resemblesentertainment more than advertising.” -Senior director of media at Burger King
  6. 6. SNS Advertising: Brand Communication• Mercedes Benz island and C-Class virtual showroom in Second Life MB C Class SL Video Mercedes SL page
  7. 7. SNS Advertising: Brand Communication• Volkswagen Miss Helga page on myspace.com – Miss Helga has 7720 friends
  8. 8. Social Networking + Mobile + Max ReachEU 2006 Household Internet Penetration51.3%EU 2006 Mobile Penetration103.2%
  9. 9. PC Social Networking Sites: Assessing their “Translation” to MobileMyspace.com Facebook.com Youtube.com
  10. 10. Translation to Mobile: mixi mobile (Japan)• 100 million PV per day• 2.3million unique users out of user base of 6.6m• Male/Female Ratio 43.7%/56.3%
  11. 11. Mixi Jan. 2007: 10b impressions monthly Mobile usage now comprises 30% of total impressions , up from 6% in 2006 – others are all mobile traffic
  12. 12. Big Western Brands Invest in Own-BrandedMobile PC Web & Mobile Social Media• Disney WONDER DAYS• Coca Cola (US) SPRITE YARD• Nike (International) JOGA.COM
  13. 13. Mowave Case Study: Self Central UGC/SNS • Vodafone branded community in NZ • Launch 9 months Dec 2006 • 25,000 people with rooms • 80,000 visitors monthly • 8m monthly page views • Accounts for chunk total portal traffic • VF NZ 1.7m customers (4.1m pop.)
  14. 14. Self Central: UGC SNS Community Concept • Functional stand-alone mobile SNS/UGC Get Noticed, Get Paid. Upload Your Clips, Pix, and Audio to 4060 Three FoXXZ • Users create individual “Rooms” or group Get Pic FoXX’s Room “Houses” in mobile community SpAYCT Get Clip Harqui’s Room • Via mobile, blog in their rooms with images, Dis my sis, watta voice Get Audio video, audio recordings, texts Da Shack’s Room Create & Edit My Own Room • Chat rooms and private chat bet members € Free Stuff! Polls & Contests Top Content Cruise Self Central • Users pay via phone bill to download Top Houses Top Rooms content and chat Top Clips Top Pix • Users receive rewards on mobile phone bill Top Audio Top Premium Content for content sold from own “room” or “house.” Get Connected! Chat • System: Real-time 24/7 delivery and Search Self Central Who’s Online prevetting of all content and chat by View My Room How To Mowave monitor/moderators Getting Started FAQ • Mainly Mobile with PC window on the action T’s&C’s About Self Central Copyright
  15. 15. Mowave UGC/SNS Key Points Via mobile, sign up, create room, upload own pix, vids, audio Visitors browse free, download content for micro-fee, owners get royalty credited to phone bill Users communicate and inter- act with other users via WAP chat Vettors check all content, inter- act with users via CRM system Site Editors plan community competitions and awards,
  16. 16. Major Functionality / Features for Users• Content types: Image, Audio, Video Uploads and Downloads• Customization: Complete User Customization of own Room and House Look and Feel: Templates, Colors, Custom Banners and More• Connecting: Chat, Private Chat, Guest Books, Favorites, Groups Rankings, Ratings and Contests• Peer to Peer Marketing – “My Brand” concept User Credits, User Rev. Share, Alerts, Subscriptions, House Memberships, Tag (Brand) Creation, Premium Content Recommendations and Rev Share• Promotions, Integrated Ad System MMS, SMS, Alerts, P2P Marketing Features, Full Search 24/7 Human Vetting and CRM
  17. 17. Navigation Sample daNubienz daNubienz Get Noticed, Get Paid. Upload Top Dean’s Dream House of DaNubienz U found IT now! Dis place gonna Your Clips, Pix, and Audio to 4060 Three FoXXZ Page It must be a dream…it’s that good A whole page devoted to yours truly rok ya lil world! Nubienz all ova dis tang. U be reppn us we be repn Get Pic U too FoXX’s Room Add to Favourites Splasssssssh Invite to Private Chat SpAYCT Get Clip Get Clip Extreme Krump Harqui’s Room Get Clip Luv r lady lumps Dis my sis, watta voice Get Premium Pic Get Audio Caribou – My Faves Da Shack’s Room Get Premium Pic R Tag Yo! Download it And Rep it! Create & Edit My Own Room Get Tag € Free Stuff! Polls & Contests Top Content Room Krumpin on the Inside Get Tag House More Content from DaNubienz Connect With Us! Cruise Self Central Top Houses View My Pix My Clips View Our Blog Top Rooms My Audio daNubienz Members My Houses Join Us Top Clips Top Pix My Faves View Our Guest Book My Blog Sign Our Guest Book Top Audio Top Premium Content More About Me Our Favorite Events I’m jus kikN it down Welly way. Our Favorite Houses Get Connected stayn home, krunkn and mixn More About Us! Chat trax. Just broke up with my girl Who’s Online (302) so looking to meet some new daNubienz was started by Danika friends and keep busy if you… and nubOOtie06. Hope u like our Search Self Central more house n all. Chk out r pix clips View My Room My Friends and r blog and be feeln our power. This is a private member How To My Favourite Rooms more Sign My Guest Book How To Getting Started View My Guest Book FAQ Get Started How To FAQ T’s&C’s Flag as Inappropriate About Self Central T’s&C’s About Self Central Copyright About Self Central Copyright Copyright Home
  18. 18. Navigation Sample Top Content Top RoomsCruise Self Central Top Ranked Clips Three FoXXZ Top Ranked Rooms Get Cliip Cruise Self Central FoXX’s Room Cruise Your Favorite Category: SpAYCT Chix With Pix Get Clip Go To Room Harqui’s Room All Guyz! Dis my sis, watta voice Get Clip Ur Favorite SC HOTTIEZ! Da Shack’s Room Go To Room SXC More Top Clips Hot Clips Krump Krump fever Crak UP! Get Clip Krumpster’s Room Go To Room Da Ride More Top Rooms Friendz Get Clip Hot Rooms Stylin! Swaeet’s Room Rizing StarZ Pool it Get Clip RH Competition Finalists ((eee))gad’s Room More Hot Clips Go To Room Cruise All Users Latest Clips The Poser Get Clip Go To Room NemesisXX’s Room Buddy Get Clip DUBLEdutch’s Room Go To Room bOOTS More Hot Rooms Get Clip Back Vixen’s Room Self Central More Latest Clips Latest Clips Self Central
  19. 19. Connecting sample: paths to communicate/chat Click to invite to chat direct Who’s Online Chat Rooms User Room triggers WAP push to members phone - bringsWho’s Online Chat Rooms daNubienz OFFLINE Users come ONLINE Please keep it clean: No hate, Hotchic4me *!!!unique!!!* [D!MΞ Porn, or DGTZ XCHANGE Chat Central ß!ZZLΞ] Greeneyeboy Choose a Room: Dean’s Dream ~SydewayZ Mz krunk munkii babii LARISSA ..THUG..ANGEL.. Chat Central (31) LitaFord MYK MwntsFEM4fun Honeyb.Fly Mi$s ****ti Urban (3) Submit **CuTiEmAoRigUrL** nykoleaho-* tHa-fReSH-pRiNcE Chillin (4) Refresh Add to Favourites PLATNUM MidNyt Eagle ~///~ +::BuB@hli§hU§::+ Invite to Private Chat Skuxy> lol watz so funi North of the Bombays (0) Klamenza [t][*][a][r][. Disterbed chloe lmao it nly hapenz wen ah luk Extreme Krump angel tk* RES BOY PeAcHz n Rock (0) at u haha jp Get Clip cReAm U kñöw ù w@Ñt ..doggieG. > aWwWw nd mez sdiL m€ xX-Wellington-Xx Dean Deep (0) a REIGE dahaha <Lil-mIs-Q.T> -<$Â¥Lil maori Caribou – My Faves ladys man> oh it was al gd ms boty boy-<$Â¥ *+*I had u suicidal*+* Points South (0) Get Premium Pic were u from angelvamp Wawa COLOUR Ur SoUlJaHz FaNtA.c..> ...hey WIZARD! In need of gf BaYbE Cars (0) peapz Krumpin on the Inside !ChLoE_MWah > Sup sup boi lol ReRoXz Emo lover Tedey-bare Get Tag Taishua bAbIbOoZ_fYnEsT Sport (0) skux **RaCk* !!if u wnt me *** gt me!! PLATNUM> Me owties goin 2 luk My Pix in da ada rms c u gangstahlism NoToRiOuS How To B@bY !! NiUeAnZ- My Clips Skuxy> hay anywun wna tlk fYnEsT ..>FaTtY AkA bUbBy<.. HowBack To My Audio candi shop > anybdy wana chat moffa da mounta GBby Hu luvz View My Room My Houses Auto Refresh 2 FAQ My Faves About Self Central/Copyright How To More My Blog Self Central More About Me HowSelect Another Chat Room To Self Central Self Central
  20. 20. Own Room AdminChoose a Top Banner Room Page Attach Content to a Blog Create a Blog Entry Edit Select Content to Attach: Input your entry:KMKAttention: You may only change yourNickname two times! Content Type Edit Nick Name Submit Submit Money earned since last payment: $25.15 Three of us Your About Me Icons View My Blog Add Delete Select Image Back Room Message: Small screens, big Opportunities! Self Central Edit Pool It! More About Me: Hi please leave me a message Select Image Edit Sign/Edit My Blog BootsRoom Admin My Clips Successful Entry Select Image My Pix Your Entry Was Successful: My Audio Choose Favorite Music,Pix,Clips and Attach Pic, Clip or Audio Games to the Entry Pose View My Room View My Blog Disable Private Chat Select Image BackMy Houses Self Central The Boat House Edit Delete View More Create a House Join a House How ToFriends and Favourites HowBack To View my Guest Book Edit View My Room View My Favourites Edit FAQ About Self Central/CopyrightHow To Self Central FAQ About Self Central/Copyright Self Central
  21. 21. House Admin: custom banner creation, colors,headers Select Banner – Custom Room Page Select one of your images to use to make your top banner Edit House Name and Banner Select Room Page Select Banner – Custom Room Page WARNING: House names must be more than 3 and less than 25 Use the commands below to characters navigate and choose a slice of Select your selected image as your top Enter New Name Below: banner. Submit Current Banner daNubienz Select Right Choose a New Image from the Left Pre-Set Menu Select Up Choose a New Image from Down Your Own Pix How To How To Select House Admin Page House Home Page HowHouse Admin Page To House Home Page FAQ FAQ How To Self Central/Copyright About Select About Self Central/Copyright Self Central More Self Central How To HowHouse Admin Page To House Home Page FAQ About Self Central/Copyright Self Central
  22. 22. Users’ Sale of Premium ContentTop Pix and ClipsPremium Pic: CD Cover Maroon 5 TOP SELLER: eeZZee NO. 2 SELLER: MDnezianPremium Clip: JFL Firefighters • Branded and rights managed content TOP SELLER: eeZZee Catalogues integrated into system NO. 2 SELLER: MDnezian More Top Pix More Top Clips • Users can link to favorite premium contentTop Tunes and GamesPremium Music: Ne-Yo, Because And run own store – receive royalty as “distributor”Of You on site TOP SELLER: Gawjus NO. 2 SELLER: BaybeeBGame: Ninja Kid TOP SELLER: STinkster NO. 2 SELLER: tankgurl More Top Tunes More Top GamesHot ContentPremium Clip: Sopranos 1/4 TOP SELLER: TONYTONY NO. 2 SELLER: The DonGame: Bejeweled TOP SELLER: STinkster NO. 2 SELLER: tankgurl More Hot Premium ContentLatest Clips Self Central
  23. 23. Lessons: the “Operator-Branded” LaunchAdvantages• Positioning, marketing = traffic• Integrated user experience• Credibility• Understanding of customerDisadvantages• Reliance on external opco resources = delays/glitches• Proprietary mark-up / system development reduces product scalability
  24. 24. Lessons: Marketing for Imagined Customers
  25. 25. Reality Check: The real audience….no PC,little money but lots of time, creativity and energy
  26. 26. Self Central User Profiles• 55% female/45% male• 23% users are members with rooms set up• 77% users have not set up a room• Many with no PC or little PC access• Majority prepay• Royalty rewards drive business
  27. 27. Lessons: User Behavior• General points PC SNS vs Mobile SNS• Relationship of Context to Content• Chat behavior = 30% of traffic• Purchase/payment/motivation = – fame & fortune & community
  28. 28. Self Central Basic Site Stats• 8,000,000 Monthly Page Views• 80,000 monthly average visitors (with no promotion)• 8.48 Average Pageviews per Visit• 00:08:02 Average Time Spent on Site per Visit
  29. 29. Vetting/Monitoring: 24/7 Content Standardsand Rights Management Full content standards and access control systems. Mowave’s platform provides airtight vetting and vetting system combining configurability. 24/7 human and automated elements safeguards content standards Mobile licensing experience allows Mowave to incorporate the sale of a variety of premium content in addition to user-generated content. Constant policing guarantees perfect adherence to local standards. Vetting is done according to Vodafone’s guidelines – no unchecked content is posted – professional monitoring
  30. 30. Business Models: Referrals to ContentRetailers
  31. 31. Content OverviewContent standards and vetting• 30% of content submitted is published• 57% not approved by vettors• 13% deleted by users themselvesContent downloads via MMS• 54% video• 38% images• 18% audio
  32. 32. Business Models: Mobile Ads Coming of Age Sample Ad ReportHuge traffic numbers and intense user loyaltybecome a point of engagement for advertisersA wide variety of marketing and promotionoptions: • Banners • Custom Rooms • Promotions • Competitions • Polls and Questionnaires Results: 5% Click Through Referred Sites See 10-Fold Traffic Increase
  33. 33. Conclusions • Customer profiles – different from premium download customers / PC community users • Risk – minefield of rights and liability creates risk for brands without fully-managed system • Solution – own-branded community with full prevetting and editorial control
  34. 34. Three FoXXZ In the Pipeline: OFF-PORTAL Download Hot Videos and More All Free at SexcFree D2C SNS/UGC Three FoXXZ Get Pic FoXX’s Room SpAYCT • Open Platform Get Clip Harqui Dis my sis, watta voice • Mobile-centric Get Audio Da Shack Get Started! If’s FREE! • PC-web extensible Free Stuff! Polls & Contests Cruise Joyntz by Category Get the Highest Payouts at Jackpot Mobile Casino (widgets, gadgets, etc.)Top Content Top Joyntz Hot Rooms • Advertising friendly Top User Clips and Pix Top Recommended Content • Non-opco dependent Top AudioGet Connected! Chat • Own-branded, white-label Search Who’s Online (302) • Full- or flexible vetting View My RoomHow To Getting Started FAQ T’s&C’s Get Great Content at OPNR Copyright
  35. 35. Mowave ContactHQ:Amsterdam, NetherlandsSingel 125-1, AmsterdamNetherlands 1012 VH+31 (0)20 421 2411 Thank you! London Giles Richter richter@mowave.com

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