thinking big on the small screen - keren flavell
DESCRIPTION
A look at new developments and distribution opportunities on mobile devices from OMGs Keren Flavell at LAMPs 3rd residential in Perth in 2006TRANSCRIPT
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© Keren Flavell http://www.omg.tv
Thinking BIG onthe SMALL screen
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© Keren Flavell http://www.omg.tv
SummarySummary
• Why consider mobile• How to reach audiences• Distribution options• How to create revenue
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© Keren Flavell http://www.omg.tv
Why Consider the MobileWhy Consider the Mobile
• 2.5 billion mobile subscribers by theend of 2006
• Transformation of handset capability• Usage changing• Ubiquitous connectivity
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© Keren Flavell http://www.omg.tv
Mobile Mobile vs vs InternetInternet
• Portable, so always with you• Totally personal• Always on• Embedded payment system• Most widely spread
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© Keren Flavell http://www.omg.tv
Mass to NicheMass to Niche
• Most personal device of our time• Mobile is becoming everything
(payments, ticketing, keys)• Absolute customization as 1 on 1
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© Keren Flavell http://www.omg.tv
Mobile ConsumptionMobile Consumption
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© Keren Flavell http://www.omg.tv
Popular ContentPopular Content
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© Keren Flavell http://www.omg.tv
Mobile platform formatsMobile platform formats
• SMS• MMS• WAP• XHTML• J2ME• Flash
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© Keren Flavell http://www.omg.tv
Portal Portal vs vs Off-portalOff-portal
• Telcos are your main link with theaudience at this stage
• Portals are the telco endorsed content• Enable micro-payments for content• Is the best priced method for the user
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© Keren Flavell http://www.omg.tv
Telco PortalsTelco Portals
• Vodafone Live• Telstra I-mode• Big Pond Mobile• Planet 3• Optus Zoo / MyZooNow (3G push)
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© Keren Flavell http://www.omg.tv
Role of AggregatorsRole of Aggregators
• Have established relationship withTelco
• Infrastructure to supply on behalf ofthird parties
• Manages billing and premium services• Can distribute content internationally
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© Keren Flavell http://www.omg.tv
AggregatorsAggregators
• HWW• TigerSpike• SoundBuzz• Legion• Fifth Finger
• Mnet• Mercury Mobility• Mobile365• Beehive• Communicator
Interactive
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© Keren Flavell http://www.omg.tv
Distribution ChainDistribution Chain
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© Keren Flavell http://www.omg.tv
Independent DistributionIndependent Distribution
• Off-portal m-site• Bluetooth• Download via website• RSS
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© Keren Flavell http://www.omg.tv
ChallengesChallenges
• Marketing, marketing, marketing• Technical compatibility• File size limitations• Audience capabilities
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© Keren Flavell http://www.omg.tv
Handset IssuesHandset Issues
• Huge variety of handsets mostly runningdifferent software
• In Australia 32 different 3G handsets and 290overall
• Content must be rendered to suit handset• Battery life is low• Screen sizes differ• Windows Media Player or Real Player• Phone memory - total file size is an issue and
buffer size for video to play
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© Keren Flavell http://www.omg.tv
User ExperienceUser Experience
• It is difficult for phone users to find what dataservices are on offer. It takes an average of 120-150seconds to locate content. Being able to quicklydiscover data services is the single most importantfactor in determining how likely a service is to beused:A recent study from User Analytics found that:80% of 18-24 year olds aborted downloads if theydid not receive their content in 10 seconds.Once response times slowed much beyond fiveseconds, completion rates started to drop.On a slow network, with response times closer to tenseconds, over 80% of people either abandoned thetask or said they would turn to an alternativeinformation source.
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© Keren Flavell http://www.omg.tv
Mobile User NeedsMobile User Needs
• Capability – fit for purpose; does what youwant/need
• Ease of use – users don’t like to think; just getthe task done
• Money – cost effective, perceived value formoney,transparency of costs
• Ubiquity – movement, communicate, playon the move
• Immediacy – of both voice & datacommunications
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© Keren Flavell http://www.omg.tv
• Self expression – user empowerment,personalisation, customisation, content &trendy brand association, differentiation
• Reassurance – Quality of Service (QoS),confidence in recognised credentials
• Community – communications, sharing ofmobile content and experiences
• Choice – a variety of data services andinterfaces personalised by the user
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© Keren Flavell http://www.omg.tv
Issues for AudiencesIssues for Audiences
Cost• Download charges are exorbitant in
Australia• Portal content offers best value
Knowledge• Need better explanation at retail level• Need better advertising and marketing
(promoting films not the cinema complex)
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© Keren Flavell http://www.omg.tv
Preferred Payment MethodPreferred Payment Method
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© Keren Flavell http://www.omg.tv
Key Success FactorsKey Success Factors
• Community features• Easy navigation• Fast loading• Multi-format publishing (SMS, widget,
off-portal, portal)• Relevant, personal and timely
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© Keren Flavell http://www.omg.tv
User GeneratedUser Generated
Kink community activity in 2 months• 36,000 SMS/MMS• 450,000 comments• 1.3 million votes
Funky Sexy Cool• Over 100,000 registered users• Average user session 30 minutes• Average user views 2000 pages per month• ARPU $9
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© Keren Flavell http://www.omg.tv
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© Keren Flavell http://www.omg.tv
Cyworld Cyworld –– Sth Sth KoreaKorea
• CyWorld – community system, blog, 12million subscribers on web in April 2005
• Personalization of the space• 750,000 mobile users, 2.9 million USD• 15% of 12 million using photo upload
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© Keren Flavell http://www.omg.tv