Rimma Perelmuter Executive Director, Mobile Entertainment Forum Mobile VAS V – November 27, 2008 Topic of the presentation: Mobile Social Networking and UGC – Hype or Reality?

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Mobile Social Networking and UGC –
Hype or Reality?
Rimma Perelmuter
Executive Director, Mobile Entertainment Forum
Mobile VAS V – November 27, 2008

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MEF on Mobile Social Networking
Background:
o In 2006, MEF and Informa forecast that Mobile Communities & UGC
would be worth $13.2 billion by 2011
o By 2008, MEF’s membership survey identified social networking as a
priority for 60% of our members
MEF’s Objectives w/in Mobile Social Networking
o Identify the different ways mobile social networks can best be
monetised
o Provide clear regulatory guidance on how to operate them in
compliance with local Regulations
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Social Networking boom extends to mobile
Accessed a social networking site or blog: EU5 Accessed a social networking site or blog: EU5 vs US
2,500,000 12,000,000 APR 2007
MAR 2008
10,000,000
2,000,000
8,000,000
1,500,000
6,000,000
1,000,000
4,000,000
500,000
2,000,000
0 0 Source:
FR DE IT ES UK EU5 US ComScore:
M-Metrics
2007
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Social networking fastest growing mobile
internet genre
Search becoming more important as the entry point to the mobile internet
Mobile Internet Genres – Year on Year Growth, July 07 to July 08
120.0% 113.2% 110.4%
% year on year growth in unique users
100.0%
80.0% 74.9%
65.4%
61.9%
60.0%
50.3% 49.8%
44.8%
37.2% 39.2%
40.0%
29.9%
26.2%
22.6% 18.4% Source:
20.0%
ComScore:
M-Metrics
0.0%
•3 month
Social Networking Search Engines Weather via News via browser Sport via browser News/Info via Personal e-mail
via browsers Browser Browser via browser average
ending July
EU5 US 2008
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Mobile social networking users younger
and slightly more female than other genres
Mobile Internet Genres Demographics
48.0%
Browsed for news/info - US
Social Networking - US
43.0%
Weather - US
Web search - US
38.0% News - US
% Female
Social Networking - EU
Browsed for news/info - EU
33.0%
Web search - EU
28.0% News - EU
Weather - EU
Sports - US
Source:
23.0%
ComScore:
Higher on chart = more f emale
Further to right = older M-Metrics
Sports - EU
Size of bubbles = # of users
•3 month
18.0% average
24.0 26.0 28.0 30.0 32.0 34.0 36.0 ending June
Median Age 2008
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Established global social networks popular on
mobile in most countries
-Most EU countries have popular home grown service, e.g. StudiVZ and Skyblog.
-Live Spaces more popular in EU away from home turf
Mobile Social Networking Brand Rankings
US UK ES IT DE FR
Myspace 1 3 3 3 2 5
Facebook 2 1 5 5 4
YouTube 3 2 2 2 3 2
Flickr 4
Yahoo! Groups 5
Windows Live Spaces 4 1 1 1
Bebo 5
Fotolog 4
Badoo 4 Source:
StudiVZ 1 ComScore: M-
schuelerVZ 4 Metrics
MyVideo 5 3 month average
Skyblog 3 ending June
2008
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Can the rise of mobile social networking be
supported by a sustainable revenue model?
What role does content and brand affinity play?
Do SMS based services play a big role?
Are subscription services the answer or will users demand free acces?
Will an ad-funded model pay high CPMs for attracting mass audiences?
Finally, is it all a fad that has been overhyped or does the future look
bright? …
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Russia Mobile VAS Event 2008:
Panel on Social Networking and UGC
Moderated by Rimma Perelmuter, MEF Executive Director
Panelists:
o Khachatyr Arushanov, Adviser to CEO, Kosmos-TV
o Andrew Borisevich, Business Development Director, Russia & CIS,
SUP Fabric
o Maxim Trukhin, Executive Director, Mambo
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Thank You!
www.m-e-f.org
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