Ce diaporama a bien été signalé.
Le téléchargement de votre SlideShare est en cours. ×

Mobile – new opportunities ahead (Robert Stalmach)

Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Prochain SlideShare
Mobile 2009, 2010 and beyond
Mobile 2009, 2010 and beyond
Chargement dans…3
×

Consultez-les par la suite

1 sur 26 Publicité

Plus De Contenu Connexe

Diaporamas pour vous (20)

Similaire à Mobile – new opportunities ahead (Robert Stalmach) (20)

Publicité

Plus par Newspoint Sp. z o.o. (20)

Publicité

Mobile – new opportunities ahead (Robert Stalmach)

  1. 1. Mobile – new opportunities ahead Robert Stalmach Director Content Licensing & Mobile, Agora SA Berlin, June 2008
  2. 2. © Agora S.A. Trends - Media convergence - mobile (3G, HSDPA, HSUPA, WiMax, LTE, UMB,...)  internet EVERYWHERE MOBILE DEVICES COMPLEMENT PC (same makes, more time in internet) IN FUTURE – FURTHER UNIFICATION of mobile & PC internet •Mobile - most popular platform - 2,7 billion mobile phones and: • 1,5 billion TV’s • 1,4 billion fixed lines • 1,1 billion internet PC’s •Reasons: • Comfort • Functionality • Fall of prices ARPU from voice falling – VAS present potential for MNO (not only media)
  3. 3. © Agora S.A. Mobile Internet Increases Overall Web Use Base: Mobile Internet Users Q20b. Select the statement which most accurately describes the time you spend on the Internet TIME SPENT ON PC INTERNET SINCE ACCESSING MOBILE INTERNET 4% 9% 4% 4% 6% 3% 2% 75%79%73%78% 79% 79%85% 83% 16%17% 15%18% 17% 17%21% 15% Less Time Same Time More Time (n=191) (n=413) (n=173) (n=316) (n=276) (n=282)(n=1651) (n=1460) Mobile Study Europe OPA 07 Trends – change of media consumption
  4. 4. © Agora S.A. Trends - New consumer heavily uses INTERNET (incl mobile) COMBO-DEVICES Talk, Read Listen Watch Create Publish  Searching  Surfing  Active  Mobile  Interacting -iPhone – 4% of devices, 70% of internet usage (UK) -55% of iPhone usage – data transfer (25% on other devices) -30% of iPhone users use them often instead of laptops (USA)
  5. 5. © Agora S.A. Trends - Generation change „Screenagers”:  Mobile Internet 2x more popular than average  Teenagers are 1/3 of mobile internet users  Pressure on being mobile:  87% of youth (<24) feel pressure of having mobile phone  78% would ask difficult question by sms (30% by mail) (source: mobileYouth)  Annual income from 5-9 years old users in Japan - 160 mln USD (penetration 55%) Since mid 90’s mobile expenses replaced 500 bln $ for youth products: fashion, games, music & entertainment
  6. 6. © Agora S.A. Trends - Generation change Which of the below would you drop out as the latest? Source: MDA
  7. 7. © Agora S.A. 1. Big budgets -not yet (2008?): • Big brands are looking for new ways of comm. to their clients – in 2008 up to 89% of brands will dedicate part of budget to m-advert 2. Highest exp. growth in 2008 – mobile video & mobile TV ads, advergaming Trends – change of media consumption Mobile advertising New battlefield: - Google mobile AdWords - Yahoo mobile ad-net (19 countries) - Yahoo /T-mobile - Nokia Ovi, Advertising - GSMA Operators initiative (UK), Vodafone - 65 campaigns, plans in US (SprintNextel, Verizon, AT&T) - AdMob – 1,7 bln PI/monthly - Mobile search (white label vs branded)
  8. 8. © Agora S.A. Agora’s strategy Strategy II. Traffic generation and customer base development III. Revenue Positioning  Traffic  Profit I. Positioning of brands in new channel
  9. 9. © Agora S.A. Strategy •„Light” portal •Mobile journalism •Video/Audio •Geolocalization •Games •Loyalty programmes •Lotteries •Mobile Communities •Content syndication •Mobile advertising •Mobile TV? I. Positioning II. Traffic generation III. Revenue
  10. 10. © Agora S.A. I. Positioning light portal version Launch - Aug 2007 • News • Sport • Economics • Weather • Cinemas (geolocalization) • VIDEO
  11. 11. © Agora S.A. I. Positioning light portal version Cinemas on maps plans: • Weather • Theatres • Drugstores • ATMs • Applications Partership with Applications free of charge Wielo.pl - Video UGC platform
  12. 12. © Agora S.A. Gazeta Wyborcza mobile - beta version • Gazeta Wyborcza e-edition platform • In cooperation with NewspaperDirect Inc. • Easy access • Intuitive navigation I. Positioning
  13. 13. © Agora S.A. I. Positioning Mobile browser Opera Mini • Web browser • Designed primarily for mobile phones, smartphones and PDAs. Promotion of Opera Mini on Gazeta.pl Gazeta.pl and it’s services in Opera Mini browser
  14. 14. © Agora S.A. I.Positioning - Mobile (citizen) journalism Have you seen anything significant? Send SMS, MMS – we are waiting for your story Your story may become news of the day!!!
  15. 15. © Agora S.A. II. Traffic generationrevenue - games Fantasy Football, Speedway Games Co-operation with EA FIFA 08 Patronage Mobile games - Java Games online WWW Mobile Consoles Politics, Economics
  16. 16. © Agora S.A. ”Win the league” (football, speedway) 3 media: internet, mobile & paper Mobile – sign up, account mngnt, updates 120k teams, 170 k SMS Revenue: • Sponsoring (whole game, functionalities, leagues, clubs) • SMS/MMS
  17. 17. © Agora S.A. II. Traffic generation – loyalty mCoupon Data Matrix Code Mobile coupon in Agora’s paper media Partners: Possible: • Branded stands • SMS tails • Prints on coupons • Program sponsoring
  18. 18. © Agora S.A. II.Traffic generation – loyalty Send SMS In return you will get SMS ...with Matrix code Redeem your Matrix code - get ticket to cinema Step 1 Step 2 Step 3 Step 4
  19. 19. © Agora S.A. III. Revenue - content syndication Entertainment, Sport Syndication = Money + Brand Positioning!!! News Fashion TV guide Entertainment Sport Science + Culture Economics Cuisine
  20. 20. © Agora S.A. III. Revenue - content syndication Entertainment News, Premieres, Celebrities News, Sport, Economics, Cinemas, Music News Syndication = Money + Brand Positioning!!! PDF format HDTV Platform E-editions xml
  21. 21. © Agora S.A. III. Revenue - Mobile advertising Advantages: •Targeting •Interactivity •Always on/with •Users’ base Advertising tools (Agora): • SMS (database; competitions, games) • Sponsored articles, display adv • Mobile video (outro/intro) • Java Java Ads Java sport app SMS campaign Promoting new game. Sponsored article By Samsung Display adv SonyEricsson/Plus
  22. 22. © Agora S.A. Revenue - DVB-H DVB-H Digital Video Broadcasting - Handheld Digital TV for mobile phones, palmtops and other multimedia devices. Agora as a multimedia content publisher is an active participant of DVB-H consortium in Poland
  23. 23. © Agora S.A. Revenue potential – what’s hot •VIDEO – 50% of young Europeans treat mobile screen as video screen. Estimated value of entertainment video – 10% of MNOs’ revenues in 2009 (Juniper) •MUSIC - estimated growth of mobile music market from 3,3 bln $ in 2005 to 9,3 bln $ in 2010 (Gartner). Growth depending on prices •MOBILE INTERNET & MOBILE SEARCH– 1/3 of mobile users using mobile internet. The number of mobile devices with access to internet exceeding PC’s (IPSOS) •MOBILE ADVERTISING (incl geo-advertising)– estimated growth from 0,5 bln $ in 2005 to 9,3 bln $ in 2010 (Gartner, Telecoms&Media). CTR for mobile communities 5% compared to 0,2-0,5% for internet (ABI). •GAMES – estimated growth of global gaming market from 5 bln $ in 2007 to 16 bln $ in 2012. Market becoming mass; growing number of random players (Juniper) •NEXT BIG THINGS: Mobile TV (expected growth in no. of users from 12 to 120- 200 mln in coming 5 years), M-commerce - 49% users declare using m-commerce in near future, (Nielsen Mobile), NFC
  24. 24. © Agora S.A. Revenue potential – what’s not (so much) • Podcasts – very early stage. Only 1% of loyal podcasts users (Pew Internet) • Ringtones – superseded by MP3. In 2005 -2010 share of ringtones in mobile music expected to fall from 72% to 19% (Gartner) • Wallpapers – losing popularity because of built-in cameras • LBS – big hopes not fulfilled yet. Estimated revenue from LBS in 2010 in Europe - 622 mln Euro; 1,8% of non-voice revenues (Berg Insight) • Mobile communities – only 2% of mobile phone users are members of mobile communities – estimation for 2011 - 5,6% (ABI Research) • MVNO – very few „success stories” – much more losses
  25. 25. © Agora S.A. Perspective Media  fast-growing industry  adapt to: changing media landscape new consumption model generation change Early stage  develop competencies  value chain Key points: look for partnerships don’t ignore the youth try & learn „Prediction is very difficult, especially about the future” – Niels Bohr
  26. 26. © Agora S.A. Thank you Robert Stalmach Director Content Licensing & Mobile Agora SA robert.stalmach@agora.pl tel. +48 507 095 237

×