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Company OverviewMobile Social Networking and Consumer Generated Media:
Case Study & Lessons from the Market
240907240907
Mobile Monday Amsterdam
Giles Richter, Mowave
Background• Mowave• Mobile services market and business models today• Trends in PC web online community business
Mowave Case Study: branded “mobile-centric” community• Self-Central - User experience / navigation tour• Experience/lessons from the market• Implications for business models• In the pipeline
Overview
Core Business: Mobile Content Services Founded: January 2003
Official Portal Integrations: 80+D2C Destinations: 20+Countries : 30+
Staff: 23
HQ: Amsterdam,NetherlandsAsia : TokyoPacific: ManilaU.S. : L.A.UK : London
Entertainm
ent Services
Mowave Background
Ownership: Privately owned by founders
2007: Where are we now?
• Age of Discovery / 1st “gold rush” is over
• Usage trends of Web 2-3.0 Internet driving advanced technical innovation on mobile
• Transition from mobile premium content services to joined-up/customizable community
• Changing business models for mobile providers
PC Web Trends: Companies & Sponsors Target Social Networking Sites for Advertising• Companies creating sites / presence on Social Networking Sites
Time Warner, Burger King, Volkswagen, P & G, News Corp, Mercedes-Benz
• US Trends: Advert. spend on SNS up 500% in 4 years now over US$2 billion per year
• Why?
“We know our customers spend a lot of time on MySpace. The important thing for us as an advertiser was to make sure we were providing content that resembles entertainment more than advertising.”
-Senior director of media at Burger King
SNS Advertising: Brand Communication
• Mercedes Benz island and C-Class virtual showroom in Second Life
MB C Class SL Video Mercedes SL page
SNS Advertising: Brand Communication
• Volkswagen Miss Helga page on myspace.com – Miss Helga has 7720 friends
Social Networking + Mobile + Max Reach
EU 2006 Household Internet Penetration 51.3%
EU 2006 Mobile Penetration 103.2%
PC Social Networking Sites: Assessing their “Translation” to Mobile
Myspace.com Facebook.com Youtube.com
Translation to Mobile: mixi mobile (Japan)
• 100 million PV per day• 2.3million unique users out of user base of 6.6m• Male/Female Ratio 43.7%/56.3%
Mixi Jan. 2007: 10b impressions monthly
Mobile usage now comprises 30% of total impressions , up from 6% in 2006 – others are all mobile traffic
Big Western Brands Invest in Own-Branded Mobile PC Web & Mobile Social Media
• Disney WONDER DAYS
• Coca Cola (US) SPRITE YARD• Nike (International) JOGA.COM
Mowave Case Study: Self Central UGC/SNS
• Vodafone branded community in NZ • Launch 9 months Dec 2006• 25,000 people with rooms• 80,000 visitors monthly• 8m monthly page views • Accounts for chunk total portal traffic• VF NZ 1.7m customers (4.1m pop.)
Self Central: UGC SNS Community Concept• Functional stand-alone mobile SNS/UGC• Users create individual “Rooms” or group
“Houses” in mobile community• Via mobile, blog in their rooms with images,
video, audio recordings, texts• Chat rooms and private chat bet members• Users pay via phone bill to download
content and chat• Users receive rewards on mobile phone bill
for content sold from own “room” or “house.”• System: Real-time 24/7 delivery and
prevetting of all content and chat by Mowave monitor/moderators
• Mainly Mobile with PC window on the action
Three FoXXZGet PicFoXX’s Room
Get AudioDa Shack’s Room
Dis my sis, watta voice
Cruise Self Central
Top RoomsTop ClipsTop PixTop Audio
ChatSearch Self CentralWho’s Online
Getting Started
FAQT’s&C’s
About Self CentralCopyright
View My Room
Create & Edit My Own RoomFree Stuff! Polls & Contests
Top Houses
Top Content
Get Noticed, Get Paid. UploadYour Clips, Pix, and Audio to 4060
Get Connected!
How To
Top Premium Content
€
Get ClipHarqui’s Room
SpAYCT
Visitors browse free, download content for micro-fee, owners get royalty credited to phone bill
Mowave UGC/SNS Key Points
Vettors check all content, inter-act with users via CRM system
Via mobile, sign up, create room, upload own pix, vids, audio
Users communicate and inter-act with other users via WAP chat
Site Editors plan communitycompetitions and awards,
• Content types:Image, Audio, Video Uploads and Downloads
• Customization: Complete User Customization of own Room and House Look and Feel: Templates, Colors, Custom Banners and More
• Connecting:Chat, Private Chat, Guest Books, Favorites, GroupsRankings, Ratings and Contests
• Peer to Peer Marketing – “My Brand” conceptUser Credits, User Rev. Share, Alerts, Subscriptions, House Memberships, Tag (Brand) Creation, Premium Content Recommendations and Rev Share
• Promotions, Integrated Ad SystemMMS, SMS, Alerts, P2P Marketing Features, Full Search24/7 Human Vetting and CRM
Major Functionality / Features for Users
Three FoXXZGet PicFoXX’s Room
Get AudioDa Shack’s Room
Dis my sis, watta voice
Cruise Self Central
Top RoomsTop ClipsTop PixTop Audio
Chat
Search Self CentralWho’s Online (302)
Getting Started
FAQT’s&C’s
About Self CentralCopyright
View My Room
Create & Edit My Own RoomFree Stuff! Polls & Contests
Top Houses
Get Noticed, Get Paid. UploadYour Clips, Pix, and Audio to 4060
Top Premium Content
€
Get ClipHarqui’s Room
SpAYCT
Top Content
How To
Navigation Sample
Get Connected
Our Blog
Join Us
View Our Guest Book
Our Favorite EventsSign Our Guest Book
Get Started
FAQT’s&C’s
About Self CentralCopyright
daNubienz Members
daNubienz
Get Premium PicLuv r lady lumps
Get ClipSplasssssssh
Get Tag
R Tag Yo! Download itAnd Rep it!
House of DaNubienz
More Content from DaNubienz
Connect With Us!
How To
U found IT now! Dis place gonnarok ya lil world! Nubienz all ovadis tang. U be reppn us we be repnU too
Our Favorite Houses
More About Us!daNubienz was started by Danikaand nubOOtie06. Hope u like ourhouse n all. Chk out r pix clipsand r blog and be feeln our power. This is a private member
more
HouseView
My Favourite Rooms
About Self CentralCopyright
daNubienz
Get Premium PicCaribou – My Faves
Get ClipExtreme Krump
Get TagKrumpin on the Inside
My Pix
It must be a dream…it’s that goodA whole page devoted to yours truly
My Houses
I’m jus kikN it down Welly way. stayn home, krunkn and mixntrax. Just broke up with my girlso looking to meet some newfriends and keep busy if you…
more
Add to FavouritesInvite to Private Chat
My ClipsMy Audio
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My Friends
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Sign My Guest BookView My Guest Book
My FavesMy Blog
RoomView
TopPage
Cruise Self Central
Cruise Your Favorite Category:
Chix With Pix
All Guyz!
Ur Favorite SC HOTTIEZ!
SXC
Krump
Crak UP!
Da Ride
Stylin!
Rizing StarZ
RH Competition Finalists
Cruise All Users
Top Ranked Rooms
Go To Room
Hot Rooms
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Go To Room
Go To Room
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More Hot RoomsBackSelf Central
Cruise Self CentralTop Rooms
Top Content Navigation SampleThree FoXXZGet CliipFoXX’s Room
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Top Ranked Clips
Hot Clips
Krump feverGet ClipKrumpster’s Room
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Pool it
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Friendz
The PoserGet ClipNemesisXX’s Room
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bOOTS
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Buddy
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Latest Clips
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Self CentralLatest Clips
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Connecting sample: paths to communicate/chat
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Self Central
Hotchic4me *!!!unique!!!* [D!MΞ
ß!ZZLΞ] Greeneyeboy ~SydewayZ Mz krunk munkii babii LARISSA ..THUG..ANGEL.. LitaFord MYK MwntsFEM4fun Honeyb.Fly Mi$s ****ti **CuTiEmAoRigUrL** nykoleaho-* tHa-fReSH-pRiNcE PLATNUM MidNyt Eagle ~///~ +::BuB@hli§hU§::+ Klamenza [t][*][a][r][. Disterbed angel tk* RES BOY PeAcHz 'n' cReAm U kñöw ù w@Ñt m€ xX-Wellington-Xx Dean <Lil-mIs-Q.T> -<$¥Lil maori boy-<$¥ *+*I had u suicidal*+* angelvamp Wawa COLOUR WIZARD! In need of gf BaYbE ReRoXz Emo lover Tedey-bare Taishua bAbIbOoZ_fYnEsT **RaCk* !!if u wnt me *** gt me!! gangstahlism NoToRiOuS B@bY !! NiUeAnZ- fYnEsT ..>FaTtY AkA bUbBy<.. moffa da mounta GBby Hu luvz 2
Click to invite to chat directtriggers WAP push to members phone - brings OFFLINE Users come ONLINEChat Rooms
Please keep it clean: No hate,Porn, or DGTZ XCHANGE
Chat Central (31)
Urban (3)
Chillin (4)
North of the Bombays (0)
Rock (0)
Deep (0)
Points South (0)
Cars (0)
Sport (0)
Chat Rooms
Choose a Room:
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About Self Central/CopyrightFAQ
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Chat Central
User Room
How ToSelf CentralSelect Another Chat Room
How To
Submit
Self Central
Refresh
Skuxy> lol watz so funichloe lmao it nly hapenz wen ah lukat u haha jp..doggieG. > aWwWw nd mez sdiLa REIGE dahahaladys man> oh it was al gd ms botywere u from
Ur SoUlJaHz FaNtA.c..> ...hey peapz!ChLoE_MWah > Sup sup boi lolskuxPLATNUM> Me owties goin 2 lukin da ada rms c uSkuxy> hay anywun wna tlkcandi shop > anybdy wana chat
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Dean’s Dream
My FavesMy Blog
More About Me
Who’s Online
Room Page
Attention: You may only change your Nickname two times!
Edit Nick NameMoney earned since last payment: $25.15
Room Message: Small screens, big Opportunities! Edit
My ClipsMy PixMy AudioChoose Favorite Music,Pix,Clips and GamesView My Room
Edit
Your About Me IconsAdd Delete
More About Me: Hi please leave me a messageEdit
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Self Central
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Create a HouseJoin a House
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KMK
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Own Room Admin
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WARNING: House names must bemore than 3 and less than 25 charactersEnter New Name Below:
Submit
House Admin PageHouse Home Page
Room PageSelect Banner – Custom
Select one of your images to useto make your top banner
Select
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How To
About Self Central/CopyrightSelf Central
FAQ
House Admin PageHouse Home Page
Select
Select
Select
Select
MoreSelect
Room PageSelect Banner – Custom
Use the commands below to navigate and choose a slice of your selected image as your top banner.
Right LeftUp Down
How To
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About Self Central/CopyrightSelf Central
FAQ
House Admin PageHouse Home Page
House Admin: custom banner creation, colors, headers
Premium Pic: CD Cover Maroon 5
TOP SELLER: eeZZeeNO. 2 SELLER: MDnezian
Top Pix and Clips
Top Tunes and Games
Users’ Sale of Premium Content
More Top Pix
Hot Content
More Top Tunes
More Hot Premium Content
Self CentralLatest Clips
Premium Clip: JFL Firefighters
TOP SELLER: eeZZeeNO. 2 SELLER: MDnezian
More Top Clips
Premium Music: Ne-Yo, BecauseOf You
Game: Ninja Kid
TOP SELLER: GawjusNO. 2 SELLER: BaybeeB
TOP SELLER: STinksterNO. 2 SELLER: tankgurl
More Top Games
TOP SELLER: TONYTONYNO. 2 SELLER: The Don
Premium Clip: Sopranos 1/4
Game: Bejeweled
TOP SELLER: STinksterNO. 2 SELLER: tankgurl
• Branded and rights managed contentCatalogues integrated into system
• Users can link to favorite premium content And run own store – receive royalty as “distributor”on site
Lessons: the “Operator-Branded” LaunchAdvantages
• Positioning, marketing = traffic• Integrated user experience• Credibility • Understanding of customer
Disadvantages
• Reliance on external opco resources = delays/glitches
• Proprietary mark-up / system development reduces product scalability
Lessons: Marketing for Imagined Customers
Reality Check: The real audience….no PC,little money but lots of time, creativity and energy
Self Central User Profiles
• 55% female/45% male• 23% users are members with rooms set up • 77% users have not set up a room• Many with no PC or little PC access• Majority prepay• Royalty rewards drive business
Lessons: User Behavior
• General points PC SNS vs Mobile SNS • Relationship of Context to Content• Chat behavior = 30% of traffic• Purchase/payment/motivation =
– fame & fortune & community
Self Central Basic Site Stats
• 8,000,000 Monthly Page Views
• 80,000 monthly average visitors (with no promotion)
• 8.48 Average Pageviews per Visit
• 00:08:02 Average Time Spent on Site per Visit
Full content standards and access control systems.
vetting system combining24/7 human and automatedelements safeguards contentstandards
Mobile licensing experience allowsMowave to incorporate the sale of avariety of premium content inaddition to user-generated content.
Constant policing guaranteesperfect adherence to localstandards.
Mowave’s platformprovides airtight vetting andconfigurability.
Vetting is done according to Vodafone’s guidelines – no unchecked content is posted – professional monitoring
Vetting/Monitoring: 24/7 Content Standards and Rights Management
Business Models: Referrals to Content Retailers
Content Overview
Content standards and vetting• 30% of content submitted is published• 57% not approved by vettors• 13% deleted by users themselves
Content downloads via MMS• 54% video• 38% images• 18% audio
Sample Ad Report
Business Models: Mobile Ads Coming of AgeHuge traffic numbers and intense user loyalty become a point of engagement for advertisers
Results: 5% Click ThroughReferred Sites See
10-FoldTraffic
Increase
A wide variety of marketing and promotionoptions:• Banners• Custom Rooms• Promotions• Competitions• Polls and Questionnaires
Conclusions
• Customer profiles – different from premium download customers / PC community users
• Risk – minefield of rights and liability creates risk for brands without fully-managed system
• Solution – own-branded community with full prevetting and editorial control
In the Pipeline: OFF-PORTAL D2C SNS/UGC
Get ClipHarqui
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SearchWho’s Online (302)
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Cruise Joyntz by Category
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• Open Platform• Mobile-centric• PC-web extensible (widgets, gadgets, etc.)• Advertising friendly• Non-opco dependent• Own-branded, white-label• Full- or flexible vetting
Mowave Contact
LondonGiles [email protected]
HQ: Amsterdam, NetherlandsSingel 125-1, AmsterdamNetherlands 1012 VH+31 (0)20 421 2411
Thank you!
