Me, Myself and My Mobile Social Networks & User Generated Content
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About iconmobile
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Iconmobile group fact sheet • Founded in 2003 • Headquarters in Berlin/Germany, with offices/ representations in Munich, London, Los Angeles, Sydney, Tokio and Nice • 110+ employees worldwide • Several dedicated business areas • Group companies: iconmobile, imt, iconimpact, iconmobile us
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What user want
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Return on Investment
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Usage types active
share
lean forward
private
special interest
broad audience
intimate
general interest
relax consume
lean back
passive Page 6
public
Typical target groups active
share
lean forward
„Early Adopter“ private
special interest
broad audience
intimate
general interest
relax„Mainstream consume
lean back
passive Page 7
User“
public
Access rates on a typical operator portal
Source: team research Page 8
What users drive • Discover / Consume
“I like it, it‘s cool, it‘s entertaining”
• Share
“I can express myself”
• Communicate
“I can communicate”
• Connect
“All my friends are there”
• Personal relevance
“I can identify with...”
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How can we enable them? • Convenience
“Tools for easy driver usage”
• Synergies
“Interconnect the drivers”
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Users want to communicate
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Kill Time - Save Time
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Revenue with Social Networks ($mn)
+86%
Sources: MediaMetrix; eMarketer; Nielsen; team analysis
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Teen communication with social networks
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MySpace mobile with cingular
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MySpace mobile with Helio
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Dodgeball
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EQO
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Hotxt
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Users generate and consume content
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Walled Garden
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Walled Desert
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Revenue with Blogs ($mn)
+106%
Sources: MediaMetrix; eMarketer; Nielsen; team analysis
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Publish, share, consummate
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ShoZu: Publish and share
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Accessing the user
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Personal Buddy List
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How to access the user Segmentation Niche
Attack or differentiate Marketing Incentives Added value Better user experience
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How to access the user Segmentation Niche
Attack or differentiate Marketing Incentives Added value Better user experience
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What about integrate?
Service positioning
generic
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segmented
Target group
mainstream
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nerdy
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The winner takes it all
Segmentation
Topic Commodity Page 33
Segment success criteria
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Today and tomorrow
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Trends for 2007
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Operator User Page 37
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Operator Publisher Aggregator Advertiser User
Trends for 2007 • Monetarization • Mobilization • Segmentation • Vertical Integration • Community channel shift
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Thank you! henning ralf _ director mobile marketing mobile +49 176 123 321 09 mobilemonday@iconmobile.com
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