2009 Information Innovation Conference

1. International InformationInternational Information
Innovation Conference 2009Innovation Conference 2009
Day 1Day 1
30th September 200930th September 2009
James Glasspool - Volt DeltaJames Glasspool - Volt Delta

2. Anuj Khanna – Wireless Expertise
“Mobile Search market overview &
strategy for delivering directory services
via the mobile channel”

3. Wireless Expertise, September 2009, Monetising Mobile Search & Directory Services
Monetising Mobile Search & Directory Services
Anuj Khanna, CEO, Wireless Expertise Ltd

4. Wireless Expertise, September 2009, Monetising Mobile Search & Directory Services
Wireless Expertise Services
•Mobile Advertising •Mobile Applications •Mobile Messaging
•Mobile Payments •Mobile CRM •Search Marketing
•Managed Services •Strategy Consulting •Technical Development

5. Wireless Expertise, September 2009, Monetising Mobile Search & Directory Services
Opportunities and Challenges for directory services
118
WHO?
118
WOW!
118
WHY?
118
HOW?
•Differentiation •Brand recall •Monetisation
•Scale •Costs •Regulation
•Customer acquisition •Customer retention •Customer loyalty
•Profitability •Competition •Survival

6. Wireless Expertise, September 2009, Monetising Mobile Search & Directory Services
Can mobile really help me differentiate and monetise my services?
or is it just another channel with some bells & whistles?
Mobile Myth Think again
1. Mobile is expensive •Text messages cost less than 10p
•5 GB mobile internet for £10 per month
2. Mobile is complicated •Grandmothers and children use it
•You can send an SOS if your boat has capsized, book a taxi,
vote for Big Brother, book concert tickets or divorce your spouse
with a simple text message.
3. You can never make money
from it
•Mobile content generates revenues of more than £600m in the
UK alone.

7. Wireless Expertise, September 2009, Monetising Mobile Search & Directory Services
Mobile Advertising & Search, The Market Opportunity
• 4 billion global mobile consumers
• Mobile Advertising generated $2 billion in 2008
• The UK has more than 100% mobile penetration
• Brits send 65 billion text messages per year
• 35% of the population uses mobile internet services
• Every new phone launched has mobile internet capability

8. Wireless Expertise, September 2009, Monetising Mobile Search & Directory Services
Channels & Coverage (% of population served)
• SMS 100%
• Voice 100%
• Mobile Internet 35% (growing)
• Handset Apps 10% (growing)
• WEB Services & Apps 57% (growing)

9. Wireless Expertise, September 2009, Monetising Mobile Search & Directory Services
WEB & MOBILE 2.0
Take advantage of the new competitive landscape

10. Wireless Expertise, September 2009, Monetising Mobile Search & Directory Services
How can directory services make best use of mobile services?
1. Create integrated services (Voice, SMS, WAP, Handset Apps, Web)
2. Offer contextual content
3. Take advantage of the personalisation and localisation features mobile
phones can offer.
4. Monetise every transaction
5. Develop additional services with WEB & Mobile social applications
6. Create the pull and WOW factor to delight customers

11. Wireless Expertise, September 2009, Monetising Mobile Search & Directory Services
Success Stories
1. “Please call me back” services in South Africa.
– The message is sponsored by advertising and users now set up an SMS which is free to send
and the receiver gets an advert with the message.
2. Nokia Maps & City Guides
3. Urban Spoon, restaurant finder iPhone application
4. Spoonfed radar app for London
5. Yell Mobile & SMS Services
6. Admob mobile advertising network

12. Wireless Expertise, September 2009, Monetising Mobile Search & Directory Services
Anuj khanna
CEO, Wireless Expertise Ltd
www.wirelessexpertise.com
Email: anuj@wirelessexpertise.com
Mobile: +44 7916 056 916
Thank you for listening

13. Wireless Expertise, September 2009, Monetising Mobile Search & Directory Services