Published on November 19, 2009
Mobile success in the UK Case studies and conclusions British Embassy, Tokyo, 18th November 2009
Today, I will be talking about: A short overview of mobile in the UK Key influences from the last 10 years Payment mechanisms 3 case studies of mobile success Conclusions drawn from the above
Mobile in the UK today • 75.75m subscribers, 124% penetration • MNOs: T-Mobile/Orange, O2, Vodafone, 3 • MVNOs: Virgin, Tesco, Asda, Fresh, Talkmobile • Active subscriber base • 7.7bn text and 49.62m picture messages sent, July 09 500,000,000 437,500,000 375,000,000 312,500,000 250,000,000 187,500,000 125,000,000 62,500,000 0 Sep-07 Jan-08 Apr-08 Jul-08 Oct-08 Jan-09 Apr-09 Jul-09 Mobile success in the UK British Embassy, Tokyo, 18th November 2009
Key influences from the last 10 years: Concern over £22.4bn 3G licenses Perceived failure of WAP Poor data tariffs Arrival of the iPhone
Mobile payments Direct-to-mobile - Premium SMS - Operator integration and PayForIt Third party billing: - Credit cards, App Store-based
Flirtomatic: the product
Flirtomatic: business models Initially: paid access (didn’t work) Now, value added services - Gifts - Visibility services - Vanity services - Alerts And advertising
Flirtomatic: success Commercially successful: - Profitable - Active in UK, US, Germany - $12 ARPU pcm (spending customer) - 150m WAP PIs/month Active user-base of >1.2m - 66% of new signups convert to active users - 30m messages sent per month - Average user sends 30 messages/day - Average user logs in 7 times/day via mobile
MobileIQ: the product Mobile publishing provider - Key client: Guardian News & Media Services supplied: - Strategic consultancy - Ingest content - Deliver to range of devices - CMS, analytics and ad management - Tactics for SEO and traffic generation - Application development
MobileIQ: business models Monitising the Guardian: - Advertising-supported (banner & text) - Premium apps (e.g. iPhone) Other MobileIQ clients: - Sponsorship (jobs and dating) - Pay-Per-Event downloads
MobileIQ: success Monitising the Guardian: - profitable within 9 months of launch - March 2009: 1.5m PIs - November 2009: 6.5m+ PIs - Typically 5-6 PIs/visit - International traffic
Puzzler: the product
Puzzler: business models Billing - Pay-per download (low price, first puzzle free) - Subscriptions: daily, weekly, monthly Driving traffic - Ads in daily newspapers & own magazines - White labelling by distribution partners - Microsite promoted via operator portals - SIM Toolkit menus - Encourage repeat play through competition
Puzzler: success Commercially successful: - Profitable - Distributed via 2 UK operators (third soon) - >100k paid downloads/month Usage figures: - 7.5 plays average for league participants - 2.98 plays average for other customers
Key lessons Cultivate or leverage a strong brand - Puzzler had one, MobileIQ used one, Flirtomatic built one Plan to cope with fragmentation - iPhone and the resurgence of apps will make it worse Engage with operators - Despite being difficult to work with, they drive traffic well Treat app stores as a route to market - Applications are “just another channel”
Other lessons Promote mobile on mobile - Mobile ads are the best way to drive traffic to a mobile site Territorial differences matter - Flirtomatic see them with billing integration & moderation - MobileIQ see them with consumer billing preferences - Puzzler see them in preferences for puzzle types Invest in technology early - Flirtomatic & Mobile IQ both wish they’d done more here
Thank you. I’ve been Tom.Hume@futureplatforms.com British Embassy, Tokyo, 18th November 2009
Presentación que realice en el Evento Nacional de Gobierno Abierto, realizado los ...
In this presentation we will describe our experience developing with a highly dyna...
Presentation to the LITA Forum 7th November 2014 Albuquerque, NM
Un recorrido por los cambios que nos generará el wearabletech en el futuro
Um paralelo entre as novidades & mercado em Wearable Computing e Tecnologias Assis...
What's the mobile landscape like in the UK? What's gotten us where we are today? Three case studies of companies that have done well operating here. Some lesso
... (UK) Deutsch (Germany) Français ... success often depends on being able to act on ... Approve employee change requests on your mobile device and move ...
Success Stories See how other advertisers are having success with Google Mobile Ads.
A leading Australian airline trusts Fujitsu’s Managed Mobile. Fujitsu started in 2012 with managing the iPads deployed to pilots and crew to improve ...
O2 is a leading provider of mobile phones, ... Telefónica UK Limited is authorised and regulated by the Financial Conduct Authority ...
Mobile; More. Politics; Celebrity; Movies; Music; TV; Style; Beauty; Tech; Shopping; ... Yahoo Finance's Seana Smith is tracking the stocks you’re ...
buy poker machine uk Es könnte sein, eine greifbare Explosion für alle und ein unvergessliches Ereignis. buy poker machine uk Es war mit ...
Erfolgsgeschichten See how other advertisers are having success with Google Mobile Ads.
Welcome to Success Resources The leading seminar organiser in the World. ... Jim Rohn’s 7 Life Lessons for Success Highly acclaimed entrepreneur, ...