Mobile Content – Discovery & Monetization

access.mobile

Nov 2011, London

KF Lai

CEO & Co-Founder, BuzzCity

If you build it, will they come?

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A-1. Building Traffic – Understanding User Preference

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Some lessons from Games: • 42% of UK consumers use smartphone • Only 9% users claim they have never played games on mobile

1. Changing Demographics : typical gamers are between 20-25 and more mature gamers (above 40) are emerging

2. Female gamers make up 29% globally, 49% in US/Thailand, 47% in South Africa

3. Regular engagement: 46% download weekly or fortnightly and 40% gamers play every day

4. Recreational time-fillers : 32% users claim they play a mobile game at every chance they get.

5. Most mobile users prefer sophisticated plotlines beyond traditional casual games

6. Feature phones still form a significant part of the market

A-2. Distribution is Crucial

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12% of users claim they cannot find what they want

1. Collaborate with platforms that encourage discovery

2. Make use of every media opportunity to build consumer awareness prior to download

Media Type • Own Media • Paid Media • Earn Media

A-3. Paid Media : eg. Recent Campaign

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A-4. Earn Media

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When fans are not .....

B. The Challenge of Monetization

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B-1. Monetization Models

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Methods

1. Try and Buy

2. Virtual Goods

3. Mobile Ads

4. Mobile Rewards

5. Upgrades/Updates

6. Cross Selling

7. Mix & Match

Considerations

1. Time

2. Culture

3. Payment Options

4. CPM

Apps Monetization Secrets http://blog.buzzcity.com/

B-2. Examples

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Angry Bird : A Hit

Tencent QQ

• Largest Social Network in China

• U$3B virtual goods revenue in 2011, ~50% Y/Y

Indonesia + South Asia

• Virtual Items

• Issues in payment collection

• Set up “Resellers” to bypass carriers

Turkish Mobile Publisher • 100M daily pageviews (SA, ID) • ~U$15M annual revenue • But watch those CPM!

B-3. DJuzz Example

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FREE ad-supported free mobile games portal @

m.djuzz.com

Ibibo Browser • CPD campaign (3-31 Oct), $100/day India • Before campaign (Sep) : 10,763 downloads • After CPD campaign (Oct): 57,939 downloads • Monetization: Free App / Ad Supported

Need for Speed Underground (EA Mobile) • Promoted on Landing Page • Uploaded Sep – to date > 500K downloads • Monetization: Try and Buy

B-4. DJuzz Example (2)

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GluGames • Promoted on Landing Page • Live on Djuzz from Nov, 16 games, >40K downloads • Monetization: Free App / Ad Supported

Shufflr – where videos find you! (Althea Systems) • Promoted in the What’s hot category • Live on Djuzz from Aug, >35K downloads • Monetization: Try and Buy

Monster Flight (The Mobile Gamer) • Promoted on the Landing Page • Uploaded Oct 17, ~30K downloads to date • Monetization: Freemium

B-5. Device Fragmentation

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Company 2Q11 Units

2Q11 Market Share (%)

2Q10 Units

2Q10 Market Share (%)

Nokia 97,869 22.8 114,473 30.3

Samsung 69,827 16.3 65,328 17.8

LG 24,420 5.7 29,366 8.0

Apple 19,628 4.6 8,743 2.4

ZTE 13,070 3.0 6,730 1.8

RIM 12,652 3.0 11,628 3.2

HTC 11,016 2.6 5,908 1.6

Motorola 10,221 2.4 9,109 2.5

Huawei 9,026 2.1 5,276 1.4

Sony Ericsson 7,266 1.7 11,008 3.0

Others 153,662 35.8 103,412 28.1

Total 428,661 100.0 367,987 100.0

Gartner:

Comscore (Oct 2011, USA) • Mobile devices account for 7% of web traffic (2/3 cell phone, 1/3 tablet) • 37% of cell phone traffic originates from WiFi • iPad accounts for 97% of tablet traffic

B-6. Internet / Music Phone for Under U$40?

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B-7. BuzzCity

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BuzzCity is a mobile media company offering

brands and agencies access to a global

advertising network on the mobile Internet

Graphical or Text Banners

Advertisers

Campaign Development

Agencies

Media

TV Print Outdoor, Radio, etc.

Internet (PC)

Mobile

By Handset Operating Systems ……

Targeting

Cost-per-Click (CPC), Daily Budget, … Spending

Community Portal News ... more categories

Publishers (5000)

C. Take-Away

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C-1. Conclusions

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Brands / Companies

• Get Your Mobile Sites Up Now

• Your customers are on mobile Internet. Are you?

• Build apps for specific platform if you know your

customers are there. Otherwise, watch for HTML5

Media Companies / Publishers

• Capture the audience before loyalty shifts

• Figure out your monetization strategy

The Challenge of M-Commerce lies in Sustainable Recovery

Thank You

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http://www.buzzcity.com/