Best practices in Mobile Internet

From a publisher perspective

Learn from the pro’s: Google

Mobile website as entry point Mobile app to create stickiness Simple user interfaceNo click-and-wait

Learn from the publishers:De Standaard (Belgian newspaper)

Mobile website made attractive Mobile relevant content Dynamic links for stickiness

Learn from the broadcasters:VT4 (Belgain TV channel)

Create brand identity Install on phone Mix content with adds Focus on premium content

Learn from the magazines: Flair

Distribute by SMS Install on phone Works on “normal” phones

News Polls Advertising Lifestyle

Mobile content strategy evolution from Sanoma (magazine publisher)

2007: mobile websites launched“Everyday, you get a one-hour

session for free on the Vodafone live! portal. This way, users can access the mobile websites of our magazines Flair Mobile, Libelle Mobile en Femmes d’Aujourd’hui”

2008: mobile applications launchedAimé van Hecke, CEO of Sanoma

Magazines Belgium: “This development is truly innovative and gives a real value add to the mobile offering for women. We found that they want the mobile offering to be more flexible. With the mobile application, they can now consult the mobile magazine at all times, without worrying about connection costs or how long they are using it.”

Distribute: SMS “MOB” to 3309

Distribute:Open browser on your mobile phone,Find a menu entry that says something like “enter URL” or “enter address”Type “http://www.flair.be/mobile” If you want to return to the site later you need to make a bookmarkConsult your phone manual to see how

Citylive approach

Mobile application(containingup to date widgets)

Mobile website Fixed website

Lead generation Plug-ins (in-situ preview)

ExtraTurnover(adds)

Citylive approach: future (now possible)

Mobile application(containingup to date widgets)

Mobile website

Fixed website

Lead generation Plug in (in-situ preview)

Widgets in own

website

Widgets in facebook,

blogs

Widgets created by

users

Enrich content Personalised website Distribution the Web 2.0 way

Mock-up HBVL

Advantages of a widget solution• Monetisation through in-app advertisement• Gradual adoption path: web -> mobile -> app• Multiple distribution of same content• User generated content becomes possible• Ultimate personalisation becomes possible

Innovate by combining :• mobile website• mobile application• widget approach