memyselfmymobile

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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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