03 mobile monday pro sieben sat1 20091012

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Mobile Web in a TV World

Engaging Users on the Third Screen

Stephen Strubel, October 2009

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Who is SevenOne Intermedia?

56,7

6,0

n 100% subsidiary of ProSiebenSat.1 Media AG

n Multimedia service provider for the P7S1 Group

n Online, mobile, teletext and games activities

n 12 online sites with more than 30 million unique

users*

n Mobile business: Mobile TV, VoD, Mobile Web,

Mobile Access, Mobile Content…

* AGOF internet facts 2009-II

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Our Mobile Web and Applications Portfolio

5 Apps 14 Mobile Websites

20+ Mio. Page Impressions / month

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How do we make money with the Mobile Web?

1.

2.

3.

Build a Mobile Web service

Drive traffic to the site

Sell advertising

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Know your user and tailor your product to their behaviour

„Any mobile web strategy must begin with an understanding of the target audience and what they want from a site… “ - Cameron Moll

n 66% male, 44% between 20-29

n 33% own Sony Ericsson phones, mostly post-paid

n 32% use the Mobile Internet several times a day

n are interested in information about ProSieben shows as well

as VIP, Entertainment and Movie news.

ProSieben Mobile users…

* SevenOne Media, Online Survey, March 2009, n=969

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Create added value

Captures social context

Always with you

Always on

Various sensors

Location capability

Personal

Always connected

Built-in payment channel

Always present at pointof creative impulse

Accurate audience info

Access contentanywhere and anytime

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Example: Lokalisten Mobile

n Send and receive messages from your

friends while you are on the go

n Take photos with your phone and share

them with others

n Check out what your friends are doing

n View a map with the location of your friends

n Receive notifications about new messages

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Think about seamless multi-channel user experience

* Paul Golding, „Going Mobile in a Mobile 2.0 World“, Dec 2008

n Make all content available to all

channels

n Utilise cross-channel

personalisation

n Socially-enable everything

n Make seamless for users, but

also developers, partners and

advertisers.

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Mobile App vs. Mobile Web

Mobile WebApp

n More convenient

n Better user experience (faster… )

n Higher usage

n Access to device features

n Access to local memory/cache

n …

n No need to download/install

n Works on all devices with browser.

n Easier to develop. Cheaper to maintain

n Higher penetration / more unique users

n Higher CTR for advertisers

n …

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ran goes Mobile

Mobile Web iPhone Android Palm Pre

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How to drive traffic to the Mobile Website?

TV Mobile OnlineOperator

PortalSearch Print

VideoPodcast

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Summary

n Understand your target audience and what they want from your site

n Focus on user experience and to create added value.

n Provide a seamless multi-channel user experience.

n Don‘t abandon the Mobile Web in favour of applications

n Use all possible means to market your Mobile Website.

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Stephen StrubelSenior Manager Mobile Services

SevenOne Intermedia GmbHEin Unternehmen der ProSiebenSat.1 Media AG

Medienallee 6D-85774 UnterföhringTel. +49 [89] 9507-8981Fax +49 [89] 9507-98981

stephen.strubel@sevenoneintermedia.dewww.sevenoneintermedia.de