Understanding the Role of the Mobile Operator in Understanding the Role of the Mobile Operator in Mobile Social Networking and the differences between Mobile Social Networking and the differences between On-Deck and Off-Deck CommunitiesOn-Deck and Off-Deck Communities

Priya Prakash, Head of Product, Flirtomatic UKPriya Prakash, Head of Product, Flirtomatic UK

The GOOD…

140M mobile social networking users by 2013.. generate subscription revenues in excess of $410 million.

…mobile users of social networks are likely to consume two or three times as much digital mobile content (pictures, music, videos and games) than their "asocial" peers.

ABI report forecast, Sept 3 , 2008

The BAD…

Confusing choice and complexity…

…mobile users of both web and mobile services are finding it increasingly hard to FIND, SHARE and MANAGE experiences seamlessly across platforms and devices

… as well as understanding differences and benefits of various data tariffs...

Image Copyright: Plugg.eu | Rudy De Waele

The UGLY…

Over 70 percent of social network users said they wouldn’t join a social network launched by their mobile service provider.

160 Characters, SSI UK report Feb , 2008

However, 25% of respondents said easier mobile access to social networks would increase their usage of such services…

…indicating social networking could drive take-up of mobile internet service and contribute to its growth for service providers.

The OPPORTUNITY…

Agenda:1. Explore possible roles for the operator in mobile social networking today.

2. Explore drivers that influence the opportunity

3. Neglected areas for growth and possible targeting.

The role of the mobile operator withon-deck/off-deck communities..where is it headed?

FACT: People don’t choose their friends on the basis of the mobile operator they use.

FACT : The bigger the network, the more value to the users of the social network(Reeds’ law)

FACT: People don’t use the 02 iPhone deck..they just go to the Apple App store...

Is it all over with operator decks then?

Not really...their value to customer needshas to change..

Flirtomatic’s lessons learned :

First, you don’t “manage” a community. You host it.

You create a “social object” that your customers want/value and make that your key focus.

Make “content discovery” part of the conversation and “service quality” is the brand.

…a great host facilitates conversations, takes care of logistics to create an open social environment, acts as a match-maker….

…anticipates needs/desires and points to the right recommendation based on the context.

The OPPORTUNITY…helping users decide…

A real world example on the 02 iPhone customer forum :

The OPPORTUNITY…listening into the conversation

Three network data tariff changes: House Campaign to tell Flirtomatic 3 users

data charges?...I only use google

The OPPORTUNITY…removing confusion in tariffs

T-mobile my Faves:

At CTIA 2008, Newbay reported top five mobile social networking activities are:

• View & update own profile• Update status• View own home page• View comments on profile• View friends’ profile.

The OPPORTUNITY…to open up APIs for real-time access

How can data like this be harnessed to make a seamless mobile social networking experience?

Future...Neglected areas for growth and possible targeting ….

Mobile social networking is still at its nascent stage...if we know history we can choose not to repeat it...We need to embrace OPEN communities, standards and API to really make this segment grow.

Evolution of Open Platforms

Women are more enthusiastic than men about using their mobiles to social network – for example, a third of women respondents say they would take and upload pictures compared to 23% of men

FACT: Women Outnumber Men on Most Social Networks…

Need to design beyond the stereotypicalfashionista…

Mobile social networks in many countries can be people’s first brush with web.. designing for low-bandwidth will not go away

The worldmap of Social Networks: Valleywag, June 2007

“Things change because of people interacting with other people, rather than technology or design really doing things to people.” Mark Earls, Author: Herd: How to Change Mass Behaviour by Harnessing Our True Nature

Thank you | priya@ flirtomatic.com | 079 5657 3183