2011 june mobile app world (targeting mobile advertising) london

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Case Study: eBuddy – targeting mobile advertising
Rogier van den Heuvel, CCO, eBuddy
• Monetizing mobile apps via mobile advertising and paid mApps
• Targeted mobile advertising
• 2million fans and counting
http://mobileappsworld.net/programme.html

Published in: Technology, Business
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    Introduction of eBuddy
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    - We’re present in all big appstores
    - GetJar is the main source of downloads, 81M downloads. OVI 10M, Appstore 9M
    - eBuddy is the most popular aggregated IM app in all 77 countries in the Android market
    - eBuddy is the highest ranked independent IM app in 42 out of 69 countries
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    On Getjar we have 81M downloads (March 2011), 2nd place after facebook
    iPhone Appstore: Number 37 in Social Networking
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  • We have seen nothing yet when it comes to messaging
    On smartphones the messaging experience can be improved a lot over sms
    Messsges to groups
    Multimedia messaging
    Perception is free (no charge per message)
    Penetration of smartphones is increasing quickly so more people have it
    The new communication wave has just started: very popular services like: BBM, whatsapp, pingchat, Viber Tango etc
    There was no name yet for this kind of messaging so we named it XMS, the successor of SMS
    Currently testing our product in NL on iphone and andoid. Adding BB next month and more platform soon after. We are going to leverage our position in IM to build a big XMS network much like Microsoft did with MSN ;-)
    <number>
  • We have seen nothing yet when it comes to messaging
    On smartphones the messaging experience can be improved a lot over sms
    Messsges to groups
    Multimedia messaging
    Perception is free (no charge per message)
    Penetration of smartphones is increasing quickly so more people have it
    The new communication wave has just started: very popular services like: BBM, whatsapp, pingchat, Viber Tango etc
    There was no name yet for this kind of messaging so we named it XMS, the successor of SMS
    Currently testing our product in NL on iphone and andoid. Adding BB next month and more platform soon after. We are going to leverage our position in IM to build a big XMS network much like Microsoft did with MSN ;-)
    <number>
  • <number>
  • 2011 june mobile app world (targeting mobile advertising) london

    1. 1. Social Mobile Rogier van den Heuvel Chief Commercial Officer rvandenheuvel@ebuddy.com
    2. 2. MMA Forum Singapore eBuddy is the world’s largest independent IM provider
    3. 3. March 2011 • All mobile devices and web • On 40+ operator’s portal • Mobile Platform support: - J2ME - iPhone - Android - WAP  19.5M Unique Mobile users per month  15M Unique Web users per month  17B Messages processed per month  > 120M Mobile APP Downloads  > 2.4M Facebook Fans  230M unique user accounts ever FACTS
    4. 4. Blogs YouTube LinkedIn App Stores How is Social Media used on mobile by eBuddy? Jobvite Facebook Twitter
    5. 5. The Importance of brands on Facebook - Brand Awareness - Loyalty - Event Activation - Product Promotion - Entertainment
    6. 6. 9,000 new fans every day!
    7. 7. • Brand Listings.... • Where do we stand.... Product Brands fan page rankings on Facebook 1. YouTube 36,214,026 2. Coca Cola 28,704,291 3. Starbucks 22,552,612 4. Oreo 20,309,169 5. Red Bull 19,576,120 .... 26. Google Chrome 6,121,133 .... 44. Skype 3,166,572 .... 56. eBuddy 2,431,148 .... 73. Heineken 1,635,895 .... 89. Bacardi 702,066 .... 92. Yahoo Messenger 602,559 Source: fanpagelist 30.05.11
    8. 8. App stores How are they Social? - Transparent - Reviews - Ranking - Perception
    9. 9. eBuddy is downloaded 120M times
    10. 10. 10 There are already 58 app stores with even more on the horizon… Source: Distimo Device Manufacturers OS Manufacturers IndependentsOperators
    11. 11. 85M downloads on GetJar; second most popular app ever 3.5M downloads in the Android Market; most popular aggregated IM app in all 77 countries 10M downloads in the iTunes store; most popular aggregated IM application 10M downloads in the OVI store; most downloaded IM app
    12. 12. Second most popular app ever on GetJar
    13. 13. so…….Mobile is Social! Social Media is: -Very Viral: reach many people -Create brands (awareness) + Fans -Fast: reach many people fast -Easy to do -Free (at least cheap)
    14. 14. 2009 2010 2011 eBuddy’s mobile revenue is continuously growing
    15. 15. UK Indonesia The ad revenues in the emerging markets are higher than you might expect Average mobile eCPM for eBuddy
    16. 16. eBuddy serves 2,5b ads per month Ads are served in 200+ countries worldwide Mobile Advertising is happening…
    17. 17. Changing industry trends • High smartphone and data penetration - 42% of postpaid customers have smartphone - 51% postpaid customers have a data product • Smartphones and new ‘apps’ change customer behavior - New apps on smartphones driving SMS and voice to data substitution - Early adaptors show high smartphone penetration, strong data usage growth and substantially less SMS usage • Changing customer behavior negatively impacting SMS and voice revenues
    18. 18. Free Rich media messaging Cross platform messaging Phone address book = social graph Mobile only Very easy to use Always online Reliable SMS Instant Messaging Brand New: eBuddy XMS launched globally
    19. 19. Do more than SMS
    20. 20. 20 2011: Smartphones messengers are hugely popular Mobile Marketing AssociationMobile Marketing Association MMA Forum Singapore
    21. 21. 21 2011: Smartphones messengers are hugely popular MMA Forum Singapore Scan phonebook, Facebook contacts Invite friends also via SMS and mail Contact Blocking Chat / text with friends Send / read indicator Emoticons Picture sending Group chat Video sharing Web companion ……more to come •Chat / text with friends • Send / read indicator •Scan phonebook & Facebook contacts • Invite friends also via SMS and email • Contact blocking • Emoticons • Picture & video sharing • Group chat • Web companion •……more to come Why is a eBuddy XMS a social app?
    22. 22. Thank You from the eBuddy team

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