How Mobile Search and Advertising drive up revenues

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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

Print

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

How Mobile Search and Advertising drive up revenues

Technology

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