Mobile content discovery and monetization faces challenges. Lessons from games show most mobile users prefer sophisticated plots beyond casual games. Distribution is crucial, using paid, owned, and earned media. Monetization models include try-and-buy, virtual goods, ads, and upgrades. Device fragmentation remains an issue as Nokia, Samsung and Apple dominate but internet-enabled phones under $40 could expand access. Sustainable monetization requires understanding user preferences and having content on all mobile platforms.

1. Mobile Content –
Discovery & Monetization
access.mobile
Nov 2011, London
KF Lai
CEO & Co-Founder, BuzzCity

2. If you build it, will they come?
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3. A-1. Building Traffic – Understanding User Preference
Some lessons from Games:
• 42% of UK consumers use smartphone
• Only 9% users claim they have never played games on mobile
1. Changing Demographics : typical gamers are between 20-25 and
more mature gamers (above 40) are emerging
2. Female gamers make up 29% globally, 49% in US/Thailand,
47% in South Africa
3. Regular engagement: 46% download weekly or fortnightly and
40% gamers play every day
4. Recreational time-fillers : 32% users claim they play a mobile
game at every chance they get.
5. Most mobile users prefer sophisticated plotlines beyond
traditional casual games
6. Feature phones still form a significant part of the market
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4. A-2. Distribution is Crucial
12% of users claim they cannot find what they
want
1. Collaborate with platforms that encourage discovery
2. Make use of every media opportunity to build
consumer awareness prior to download
Media Type
• Own Media
• Paid Media
• Earn Media
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5. A-3. Paid Media : eg. Recent Campaign
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6. A-4. Earn Media
When fans are not .....
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7. B. The Challenge of Monetization
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8. B-1. Monetization Models
Methods Considerations
1. Try and Buy 1. Time
2. Virtual Goods 2. Culture
3. Mobile Ads 3. Payment Options
4. Mobile Rewards 4. CPM
5. Upgrades/Updates
6. Cross Selling
7. Mix & Match
Apps Monetization Secrets
http://blog.buzzcity.com/
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9. B-2. Examples
Tencent QQ
• Largest Social Network
in China
• U$3B virtual goods
revenue in 2011,
~50% Y/Y
Angry Bird : A Hit
Indonesia + South Asia
Turkish Mobile Publisher
• Virtual Items • 100M daily pageviews (SA, ID)
• Issues in payment • ~U$15M annual revenue
collection • But watch those CPM!
• Set up “Resellers” to
bypass carriers
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10. B-3. DJuzz Example
Ibibo Browser
• CPD campaign (3-31 Oct), $100/day India
• Before campaign (Sep) : 10,763 downloads
• After CPD campaign (Oct): 57,939 downloads
• Monetization: Free App / Ad Supported
Need for Speed Underground (EA Mobile)
• Promoted on Landing Page
FREE ad-supported free • Uploaded Sep – to date > 500K downloads
• Monetization: Try and Buy
mobile games portal @
m.djuzz.com
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11. B-4. DJuzz Example (2)
Monster Flight (The Mobile Gamer)
• Promoted on the Landing Page
• Uploaded Oct 17, ~30K downloads to date
• Monetization: Freemium
GluGames
• Promoted on Landing Page
• Live on Djuzz from Nov, 16 games, >40K downloads
• Monetization: Free App / Ad Supported
Shufflr – where videos find you! (Althea Systems)
• Promoted in the What’s hot category
• Live on Djuzz from Aug, >35K downloads
• Monetization: Try and Buy
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12. B-5. Device Fragmentation
Comscore (Oct 2011, USA)
• Mobile devices account for 7% of web traffic (2/3 cell phone, 1/3 tablet)
• 37% of cell phone traffic originates from WiFi
• iPad accounts for 97% of tablet traffic
Gartner:
2Q11 2Q11 Market 2Q10 2Q10 Market
Company Units Share (%) Units Share (%)
Nokia 97,869 22.8 114,473 30.3
Samsung 69,827 16.3 65,328 17.8
LG 24,420 5.7 29,366 8.0
Apple 19,628 4.6 8,743 2.4
ZTE 13,070 3.0 6,730 1.8
RIM 12,652 3.0 11,628 3.2
HTC 11,016 2.6 5,908 1.6
Motorola 10,221 2.4 9,109 2.5
Huawei 9,026 2.1 5,276 1.4
Sony Ericsson 7,266 1.7 11,008 3.0
Others 153,662 35.8 103,412 28.1
Total 428,661 100.0 367,987 100.0
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13. B-6. Internet / Music Phone for Under U$40?
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14. B-7. BuzzCity
BuzzCity is a mobile media company offering Advertisers
brands and agencies access to a global
advertising network on the mobile Internet
Agencies
Campaign
Development
Media
Internet Outdoor, Print TV
Mobile Radio, etc.
(PC)
Publishers
(5000)
Community Portal News ... more categories
Graphical or
Text Banners
Targeting By
Handset
Operating Systems
……
Spending
Cost-per-Click (CPC), Daily Budget, …
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15. C. Take-Away
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16. C-1. Conclusions
The Challenge of M-Commerce lies in Sustainable
Recovery
Brands / Companies
• Get Your Mobile Sites Up Now
• Your customers are on mobile Internet. Are you?
• Build apps for specific platform if you know your
customers are there. Otherwise, watch for HTML5
Media Companies / Publishers
• Capture the audience before loyalty shifts
• Figure out your monetization strategy
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17. Thank You
http://www.buzzcity.com/
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