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Anything. Anytime. Anywhere.
o2’s mobile portal
Sarah HeldtOffer Manager Mobile PortalTelefónica o2 Germany GmbH & Co. OHG
MobileMonday Germany e.V.Munich12/10/2009
Sarah Heldt slide 2
Mobile internet trends
from an operator's point of view- three topics influence mobile internet
Unlimited data price plans
- o2’s m-pack (“Handyflatrate”) is
going very strong at the moment
Premium content issue
- Revenue constant over the last
few months
Entry point proliferation
- widgets, clients, applications, idle
screen ect.
3
2
1
Why a mobile portal?
- guidance for o2’s customer
- mobile customer self care
- platform for
a) premium content revenue
b) mobile advertising revenue
Sarah Heldt slide 3
o2’s mobile portal m.o2online.de- best mobile portal on every device
Sarah Heldt slide 4
o2’s new high end mobile portal- a gateway to mobile internet
Hom
e
Lin
ks
Mein
o2
• General interest portal
• Personalisation
• Cooperation
• Mobile links only
• Top5 use cases
1) email
2) instant messaging
3) community
4) browsing
5) premium
Sarah Heldt slide 5
Service strategy of top5 use cases
- successful mobile internet offer is based on differentiating CEX of
top 5 use cases via all customer touch points
Mobile portal
All use cases with optimal integration on mobile Portal (integrated as Link, Logo, Feed, Module, etc.)
Up-to-date
Community&
IM
Help
o2 Premium
consistent
mobile
internet
offer
Sarah Heldt slide 6
Example for partner integration on o2’s mobile portal
I2G Home Category Page
Logo bar (logos rotate
time-dependent)
Link in “Surftipps”
Placement of
feed with picture
Promotional teasers
on home, category
page and links
Cross-linking in
another category
Links
Sarah Heldt slide 7
Summary and way forward- three forces influence the mobile portal
Mobile internet
- is a fast evolving market. Unlimited data price plans are
key to success and trigger people to use mobile internet.
Premium content revenue
- a clever placement on the mobile portal may influence
the general trend of stagnating premium content
revenues. Mobile advertising is a additional source of
revenue.
Entry point proliferation
- new entry points as widgets and apps are both chance
and challenge for a mobile portal.3
2
1
Back up
Sarah Heldt slide 9
o2 mobile portal team
Sarah Heldt
Offer Manager Mobile Portals
Marketing Mobile Internet and Content
Kristina Pfeiffer
Product Manager Mobile Portals
ST-PSM-PML Massmarket
Sebastian Purreiter
Technical Lead Mobile Portals
TD Portal Solutions
Telefónica o2 Germany GmbH & Co. OHG
Georg-Brauchle-Ring 50
80992 München
Sarah Heldt slide 10
Modules on o2’s high end mobile portal
