Mark Seabrook(New Holland)&Bertus Preller(DigiWords)

Mobile,Mobile,should publishers should publishers

bother?bother?

The seven mass media in order of their introduction are:

Print (books, pamphlets, newspapers, magazines, etc)from the late 1400s

Recordings (records, tapes, cassettes, cartridges, CDs, DVDs)from the late 1800s

Cinema from about 1900Radio from about 1910

Television from about 1950Internet from about 1990

Mobile phones from about 2000

Each mass media has its own content types and its own business models

The Internet was the first channel which could challenge & cannibalize previous media

Seven unique benefits of mobile as a media channel

Mobile is the first personal mass mediaMobile is permanently carried

Mobile is always-onMobile has a built-in payment mechanism

Mobile is available at the point of creative inspirationMobile has the most accurate audience measurement

Mobile captures the social context of media consumption

Others mobile device benefits

Become a true multipurpose deviceBecoming a location aware device

Ongoing technology upgrade

Mobile in South Africa

Covers all LSMsMobile device often viewed as a status symbol

Mobile web access almost double traditional (desktop) web accessLarge market segment who will only ever access internet via

a mobile phone

Estimated 9.5 million mobile wap users (Vodafone, Nov 08)

Massive audience, always connected, hungry for content and payment just a click away… it’s perfect!

The flip side

How do you reach this massive mobile audienceWho is currently talking to them

Mobile networks & device manufacturersMobile content aggregators

Device & network content platformsForm right relationships

Key challengesKey challengesfor publishersfor publishers

t h e b a s i c st h e b a s i c s

Formulate a strategyCommunication (internally & externally)

Be flexible and adaptGenerate interest

Full time team, not part-time role

u n l o c k i n g c o n t e n u n l o c k i n g c o n t e n tt

What have you gotWhat can you useLow hanging fruits

Re-publishingConversion processes

Adding value, enhancing content

q u a l i t y c o n t r o lq u a l i t y c o n t r o l

Editorial controls RAD mentality

User acceptance testing/feedbackInvolve content experts

Pricing strategies

g e t t i n g t o m a r k e g e t t i n g t o m a r k e tt

Who are you targetingCan you access them

Can you afford it Channels to market

Go it alone, partner or both

s t r a t e g i c p a r t n e s t r a t e g i c p a r t n e r sr sMobile developers

Content converters Mobile operators

Mobile aggregatorsDevice manufacturers

PlatformsSponsors

Mobile landscape & Mobile landscape & content formatscontent formats

w h a t i s o u t t h e r ew h a t i s o u t t h e r eMobile OS (operating systems):

Symbian (45%), iPhone (17%), Blackberry (15%), Windows Mobile (13%), Linux (5%), Palm, Google’s Android

Device manufacturers:Over 50 manufacturers, bigger names are Nokia (39.5%),

Samsung (15.2%), Motorola (10%), LG (8.8%), Sony Ericsson (7.5%)

Mobile handsets:Over 2,500 individual handsets, Nokia (253), Sony Ericsson

(143), Blackberry (27), Lg (224), Apple (2), HTC (36), Motorola (228), Samsung (443)

c o n t e n t f o r m a t sc o n t e n t f o r m a t s

One size does not fit all, unfortunatelyBut, do not over complicate it

Lowest level, open formatDevice reach vs Quality

Mobile delivery mechanisms (OTA, WAP,off platform, via PC)

Mobile billing mechanisms (MT, MO, WAP)

DigiWordsDigiWords

“Publishers should develop content, build their business and make revenue not just from the sale of the book, but from the other back end products and services they help to generate. Publishing is far too focused on the pub day. The event of the publication. This is a tiny drip, perhaps

the least important moment in a long timeline. As soon as publishers see themselves as marketers and agents and managers and developers of content, things change”.

Seth Godin

DigiWords Company ProfileDigiWords Company Profile

• Formally known as CellBook, established in 2007 in Cape Town.

• Shareholders – Pieter Traut and The Mobile Investment Trust.

• First to deliver a complete java book on a mobile phone by sending a keyword to a short code and utilizing over the air installation (OTA) technology.

• Clients include:

DigiWords ServicesDigiWords Services

• Developing solutions to publish content on wireless devices, such as iPhone, Brew, Symbian, Java, Blackberry, Google Android and Windows Mobile operating systems.

• In process of developing the CLIPP platform.

• A secure integrated digital content delivery solution aimed to use source book content without conversion time and cost; that will protect the publisher’s IP; generate annuity revenue; provide a cross platform user tool; facilitate user participation and review (viral marketing); and allow user annotation.

Development TeamDevelopment Team

• `Pieter Traut (B.Com Accounting) – CEO.• Herman Lintvelt - Hons B.Com (Cum laude) in

Computer Science – CTO. Certified Apple iPhone developer and presenter of the Java Specialists Course for Sun Microsystems at Torque-IT, South Africa.

• Pool of five additional developers.• Team members also designed and

implemented various technology products for companies like Siemens AG (Germany), Spescom Datavoice (South Africa), Maximum Solutions (South Africa), VASTech (South Africa), Sun Chemical Corporation (USA).

South Africa is the world’s fourth fastest and Africa’s fastest growing mobile market, with a coverage of almost 80% of the total population.

43 million users, representing according to the Wireless Federation a market value of US$2.4 billion.

South Africa offers an extraordinary penetration rate in this burgeoning market, one of the highest in the developing world.

The South African Mobile The South African Mobile Market Market

The three main mobile operators in South Africa are Vodacom, CellC and MTN.

Vodacom: market leader, subscriber base 22.16 million, market share 51.4%.

MTN: subscriber base 15.5 million, market share 36.1%.

CellC: subscriber base 5.4 million, market share 12.5%.

Mobile Operators in South Mobile Operators in South Africa Africa

Declining economy have affected the mobile operator’s market position domestically and globally.

Mobile operators will refocus innovation by offering new content-based services, targeted advertising and user-generated content and partnerships with publishers.

2009 and beyond will see dramatic changes in the mobile world from an operator’s perspective, with mobile operators expanding their business models into new and untapped traditional content markets.

The Global Credit CrunchThe Global Credit Crunch

Mobile Network Platforms

Publisher + Mobile Network

Mobile Business ModelsMobile Business Models

Mobile Billing and Delivery Platform Partner

Publisher + Mobile Network + Platform Partner

Mobile Business ModelsMobile Business Models

Own Platform - Outsourced

Publisher + Mobile Network + Platform fee

Mobile Business ModelsMobile Business Models

Mobile Voucher Card

Publisher + Distributor + Retailer

Mobile Business ModelsMobile Business Models

Once-off purchases – via Premium sms billing.

Subscription based transactions via premium sms on a single book.

Subscription based transactions via sms – Book Club example.

Packaged deliveries.

Time based WAP billing via a Mobile Storefront.

Pre-loaded mobile phone content.

Mobile Revenue ModelsMobile Revenue Models

Case Study Case Study

WebWeb

MobileMobile

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Mark Seabrook(New Holland)

Bertus Preller(DigiWords)

Thank you

Questions?