Thinking Big on the Small Screen - Keren Flavell

© Keren Flavell http://www.omg.tv

Thinking BIG onthe SMALL screen


SummarySummary

• Why consider mobile• How to reach audiences• Distribution options• How to create revenue


Why Consider the MobileWhy Consider the Mobile

• 2.5 billion mobile subscribers by theend of 2006

• Transformation of handset capability• Usage changing• Ubiquitous connectivity


Mobile Mobile vs vs InternetInternet

• Portable, so always with you• Totally personal• Always on• Embedded payment system• Most widely spread


Mass to NicheMass to Niche

• Most personal device of our time• Mobile is becoming everything

(payments, ticketing, keys)• Absolute customization as 1 on 1


Mobile ConsumptionMobile Consumption


Popular ContentPopular Content


Mobile platform formatsMobile platform formats

• SMS• MMS• WAP• XHTML• J2ME• Flash


Portal Portal vs vs Off-portalOff-portal

• Telcos are your main link with theaudience at this stage

• Portals are the telco endorsed content• Enable micro-payments for content• Is the best priced method for the user


Telco PortalsTelco Portals

• Vodafone Live• Telstra I-mode• Big Pond Mobile• Planet 3• Optus Zoo / MyZooNow (3G push)


Role of AggregatorsRole of Aggregators

• Have established relationship withTelco

• Infrastructure to supply on behalf ofthird parties

• Manages billing and premium services• Can distribute content internationally


AggregatorsAggregators

• HWW• TigerSpike• SoundBuzz• Legion• Fifth Finger

• Mnet• Mercury Mobility• Mobile365• Beehive• Communicator

Interactive


Distribution ChainDistribution Chain


Independent DistributionIndependent Distribution

• Off-portal m-site• Bluetooth• Download via website• RSS


ChallengesChallenges

• Marketing, marketing, marketing• Technical compatibility• File size limitations• Audience capabilities


Handset IssuesHandset Issues

• Huge variety of handsets mostly runningdifferent software

• In Australia 32 different 3G handsets and 290overall

• Content must be rendered to suit handset• Battery life is low• Screen sizes differ• Windows Media Player or Real Player• Phone memory - total file size is an issue and

buffer size for video to play


User ExperienceUser Experience

• It is difficult for phone users to find what dataservices are on offer. It takes an average of 120-150seconds to locate content. Being able to quicklydiscover data services is the single most importantfactor in determining how likely a service is to beused:A recent study from User Analytics found that:80% of 18-24 year olds aborted downloads if theydid not receive their content in 10 seconds.Once response times slowed much beyond fiveseconds, completion rates started to drop.On a slow network, with response times closer to tenseconds, over 80% of people either abandoned thetask or said they would turn to an alternativeinformation source.


Mobile User NeedsMobile User Needs

• Capability – fit for purpose; does what youwant/need

• Ease of use – users don’t like to think; just getthe task done

• Money – cost effective, perceived value formoney,transparency of costs

• Ubiquity – movement, communicate, playon the move

• Immediacy – of both voice & datacommunications


• Self expression – user empowerment,personalisation, customisation, content &trendy brand association, differentiation

• Reassurance – Quality of Service (QoS),confidence in recognised credentials

• Community – communications, sharing ofmobile content and experiences

• Choice – a variety of data services andinterfaces personalised by the user


Issues for AudiencesIssues for Audiences

Cost• Download charges are exorbitant in

Australia• Portal content offers best value

Knowledge• Need better explanation at retail level• Need better advertising and marketing

(promoting films not the cinema complex)


Preferred Payment MethodPreferred Payment Method


Key Success FactorsKey Success Factors

• Community features• Easy navigation• Fast loading• Multi-format publishing (SMS, widget,

off-portal, portal)• Relevant, personal and timely


User GeneratedUser Generated

Kink community activity in 2 months• 36,000 SMS/MMS• 450,000 comments• 1.3 million votes

Funky Sexy Cool• Over 100,000 registered users• Average user session 30 minutes• Average user views 2000 pages per month• ARPU $9



Cyworld Cyworld –– Sth Sth KoreaKorea

• CyWorld – community system, blog, 12million subscribers on web in April 2005

• Personalization of the space• 750,000 mobile users, 2.9 million USD• 15% of 12 million using photo upload


Keren FlavellKeren Flavell

OMG.OMG.tvtv

[email protected]@omg.tv

Education

Thinking Big on the Small Screen - Keren Flavell