steve page (fom)
DESCRIPTION
Steve Page's presentation at Future of Mobile FOMTRANSCRIPT
Mobile Services – WAP & SMS (UK)
Local Search WAP
SMS
‘ ’ ‘Find&Seek’
‘Find&Seek’
WAP
SMS
‘Out&About’
‘Find my Nearest’
WAP
SMS
‘Thomson Local’
‘Store Finder’
WAP ‘RoundTown’
Travel WAP‘ Traffic Near Me’
‘ Driving Directions’
WAP ‘ Traffic & Travel’
WAP ‘ RoadWatch’
i-mode ‘ Routes and Traffic’
Off-Portal Search
WAP API for Orange Search + ‘PleasureFind’
WAP ‘Travel Deals’
WAP ‘Travel Deals’
WAP API for Search
• Some facts– Operator portals now link to off-portal sites– Search volumes are growing
• Live are Orange/Vodafone/3/T-Mobile
• Total market 25m searches per month
• 13m searches via G, 12m via Y!• Operators have >70% of all searches
Operator Banner Ads
Text Links Off-Portal
Sponsored
Listing
WAP/WEB backfill
Voda Yahoo! Yahoo! Google Google
O2 4th Screen media
None None
Yahoo announced
None
Orange MSN/
ScreentonicNone Yahoo! Yahoo!
T-Mobile Various None Google Google
3 Yahoo! None Yahoo! Yahoo!
Discovery on UK Mobile Operators
• Banner ads (Paid option)• Text links (Paid option)• Sponsored WAP listings (Paid option)• WAP discovery (Free option)• WEB discovery (Free option)
Discovery becomes the key
One day we started bidding on keywords
0
100
200
300
400
500
600
Google Yahoo!
Impressions
Clicks
Click through depends on ads’ position
On-portal results
Web or WAP results
Sponsored results
Vodafone T-Mobile GoogleOrange
Google Google GoogleYahoo! Yahoo!
Service
Ad provider
Yahoo! oneSearch
Cinema search selecting Web results Cinema Search selecting WAP results
www.mobile.google.co.uk
Search Results using Google mobile.google.co.uk
Search Results using Google mobile.google.co.uk
Web results WAP results
Sponsored results show at bottom of page
www.mobile.google.co.uk
Vodafone Live!On/off portal results . .
Vodafone Live!wap results Links to: www.mobile.google.co.uk
Yahoo! oneSearch
Yahoo! oneSearchAd link at the topNo sponsored listings
Relative importance and ranking of mobile properties (for an advertiser, in priority order)
Service Web listings
Wap backfill Sponsored
Vodafone 1 8 1
Orange 5 2 1
3 5 N/A 1
Google (mobile) 1 3 8
Google (wap: classic)
1 N/A N/A
T-Mobile (Google) 1 8 5
Google (wap: mobile)
N/A 1 8
Yahoo! oneSearch 1 3 N/A
1 = listings will be seen10 = a lot of clicks needed to find you
