Post on 03-Sep-2014
description
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How Mobile Search and Advertising are driving up revenues
Martin G HarrisSVP Sales Worldwide
© 2008 Bango plc
www.bango.com
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The mobile web opportunity
World-wide• >3 billion phones world-wide*• 25% of users browse the
mobile web*
• Worldwide, more people have access to the internet from phone than PC
>50% of traffic now driven bymobile search & advertising
2000
1800
1600
1400
1200
1000
800
600
400
200
02000 2001 2002 2003 2004 2005 2006 2007 2008
Mill
ions
of u
sers
The mobile web
Fixed phone lines
Mobile subscribers
Mobile internet
Fixed internet
Sources: GSM Association, Gartner, Informa Telecoms,
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Content access methods are changing
0
5
10
15
20
25
30
2003 2004 2005 2006 2007 2008
Year
UK
Mob
ile S
ubsc
ribe
rs
AdvertisingSearch Website triggerBookmarkDirect URLSMS Trigger
Sources: MDA, M:Metrics, Bango
Direct to consumer market – access methods 2003-2008
Mobile Search
Mobile Advertising
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mobile
Dater of the month
Of the marketing channels
Enter your mobile number
VisitmiDate.wap.com
Community / ViralPrint
Bar code
Mobileadvertising
Websites
Mobilesearch
Direct URL
TV
Push
Mobile dating
Latest profilesDating advice
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Advertising & search in limelight
Enter your mobile number
Visitmidate.wap.com
Community / Viral
Bar code
Mobileadvertising
Web Sites
Mobilesearch
Direct URL
TV
Push
An internet model
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Mobile Search examples
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How to monetize traffic
User navigates your site
You provide accessor download page
Collect paymentfor Contentor service
• An on-portal shopping experience• Billing within the WAP session• Pay per event or download• Subscription set up/management
• Branded payment flow• T&Cs clearly displayed• Trust the biller• Works world-wide
mobile
miDate mobile1 week access
mobile
Thank you for your purchase. You now have unlimited access to the miDate mobile service for 1 week.Mi Ideal PartnerMi favorites
miDate Home
mobile
Dater of the month
Mi datesLatest profilesDating advice
mobile
miDate Home
Sign up to flirt with me at miDate
1000’s of new people every week atmiDate mobile
Drive users toyour mobile site
What consumers want:
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Choice of Payment Methods (In WAP session)
• Pay on my bill - by carrier/operator billing system– Preferred by users, highest conversion rate
• Pay on my bill - by premium text message (PSMS)– Preferred by users, but message can interrupt WAP flow
• Pay by credit or debit card– Popular in 18+ age group, good for higher value transactions– Pay on my bill functionality on second use
• Pay by PayPal– Still not mainstream
• Pay by PIN code or other payment system– Not effective if user has to access another media
• Operators often restrict the consumer’s payment choice
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Information enables efficient payment
“Welcome back John” Recognize your repeat users“Preis €3.50” Correct language and currency“Your subscriptions” Allow easy account management“Free content” Loyalty bonus
Information on users provides input for analytics
mobile
Welcome back Tiggy-woo
Your datesLatest profilesDating advice
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Use the best analytics tools
CompareCampaign
Effectiveness
Monitor operatorscountries
and devices
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What to target and measure
• Target by country- don’t waste money in “dead zones”
• Target by mobile operator- where conversion is most effective
• Target for ROI- advertise by device
• Measure ruthlessly- response rates- user behaviour- book-marking / repeat buys
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Bango: your partner in mobile
The total market
On-deckCommercial relationship with each carrier
Direct-to-consumerYou promote and engage
directly with the whole market
Search results
Advertising
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www.bango.com
Q & A
Martin G HarrisSVP Sales Worldwide
martin@bango.com
© 2008 Bango plcmobile search 2008