The Role of Social Networking within Consumer's Digital Lives. Matteo Montan - Head of New Business - Buongiorno

1. The Role of Social Networking
within Consumer's Digital Lives
Matteo Montan - Head of New Business

2. Agenda
• About B! And B! Digital
• Setting the scene: major changes & trends
• B! : shaping the OS of your digital life
• Focusing on Social Media
• Hellotxt, the personal social networker

3. B! Gobal Market leader in mobile entertainment
 Listed at Milan Stock Exchange since July 2003
 1000 professionals in 24 offices serving 57 markets
 260 M Revenues, 40M Ebitda (2009)
 120 + operators connected
 200M unique mobile numbers served at least once in 09
 2bn SIM cards reachable.
 Global technical infrastructure
 Balanced & proven business model

4. B! BUSINESS MODEL
B2C B20 B! Digital
• 11M subs to B! Mobile • Full Portal • Supporting brands to
clubs Outsourcing solutions develop their digital
• 500K new customers • Loyalty and Mobile strategy
acquired each week CRM solutions • Mobile Ad, CRM &
• HTXT leading social Loyalty programs ,
media aggregator couponing...
Be3A – Buongiorno proprietary platform

5. B! DIGITAL
M-SITES &
APPLICATIONS
CRM &
LOYALTY
B!Digital is currently present in: Italy, France, UK, Germany, the Netherlands, Spain, Russia, USA

6. B! MOBILE Market Place
• Created to support B! B2C strategy ( B! is one
of top spenders wwide in mobile ADV)
• Acting as agency for B! , a focal point
integrated with all major networks
• Developing its own ad-network , aggregating
thru its platform publishers particularly in EMEA,
Russia and Latam
• 2010 forcast: 1.5M page views

7. Buongiorno’s 2010 Directions: New Business
Buongiorno will leverage on its ongoing
performance to grow in 2010
by a 2-legged approach
Achieve top line
Invest in a new • Social Media
growth in the
current business opportunity • Skill gaming
both expected to take • Digital Payments
in B2C and in B2B off by year end • Connected Devices

8. Changes&Trends: Mobile vs. Desktop Internet
Source: “Internet trends, April 2010” Morgan Stanley

9. Changes&Trends: Social Media vs Email
Source: “Internet trends, April 2010” Morgan Stanley

10. Changes&Trends: iPhone ramp drives growth
Source: “Internet trends, April 2010” Morgan Stanley

11. Changes&Trends : Mobile Social Media!
What has changed? The Rise of
Mobile Social Media Facebook: >1 user out of
4 access it via Mobile !
Source: “Internet trends, April 2010” Morgan Stanley

12. New Business vision: the OS of your Digital Life
N
E Talk & Read, watch, Play for fun Play for Shop
E share listen money
D
S
E
Smart Social Network Aggregator
R
V
I
Social Content Stores
C
News & books, Social On Line
E video, music Games Casino
E-commerce
B Cloud computing – Single Sign On – Multiple devices
I
Z
M Integrated Ad-platform Integrated Payments Systems
O
D
E
L End users Carriers HW manufactures
B2C / ADV B2B B2B

13. Social Media at OS core - The Landscape
Ecosystems
 The product is the network itself Vertical
“Answering a
 Mass market proposition, so by default Multi-functional &
specific demand
Multi-platform
where the
 Allows other organisations to feed off their ecosystem community adds
value”
 Address a clear
market space –
acts as a filter
 Community adds
value to product
and user
 Focuses on
specialisation and
Social App - Enrich your “social” life quality
 Addressing a use case for Users of Ecosystem –
improving it

14. Looking at Social media mass market proposition
Blogger The “Voyeur”
Superconnector
Mass Market
Communicators
 I’ve something interesting to say  SN = Extension of my I like to see
 How do I broadcast my identity & relationships what’s going
messages?  I’ on more than 1 network on
 I’d like to stay in touch
 I have time to kill but...
 I’m overwhelmed by posts
Beneficial tools:
 Simplify > one app for more SN
 Express myself > Richer Updates
 Organize > Filter/Ranking

15. Hellotxt, the personal networker
Hellotxt the personal social networker designed to simplify, enrich
and organise your life online
• All a user’s Social Networks in one interface
• Inbound and outbound communication
• Broad range of media supported
• Multiplatform compatible
• Media Filtering for relevance (3.0 release)
• Freemium + Advertising model (3.0 relase)

16. Hellotxt 2.0: multiplatform

17. Hellotxt 2.0: Simplify
Simplify: Put all your Social Media messaging in one place, inbound and outbound
Reading Posting

18. Hellotxt 2.0: enrich
Enrich: Beyond simple text updates towards richer media sharing
Doodle Updates Geo Location Multi Media

19. Monetising Hellotxt – Freemium model
• Handling millions of posts per month – a rich inventory for advertising
proposition
• Premium App features to improve experience in return for a small fee
Advertising Proposition - Two inventories – in bound and outbound
communication managed by B! Digital Marketing Agency and dedicated Ad
platform, B! Mobile
Phase 1 (Standard):
• CPM (top 20% users) and CPC (inc backfill) for remaining
Phase 2 (Geo and smart inventory):
• Data mining to produce a more targetted proposition for advertisers, covering:
• Geo-status (geographicallly dissected inventory)
• Geo-search (user generated requests)
• Key word tracking (clear understanding of user preferences and interests)
HelloTxt 2.0 HelloTxt 3.0 HelloTxt 4.0 HelloTxt
Launched (freemium) Geo 4.5Geo/Smart
(free) Inventory Inventory
(freemium) (freemium)
Q2 2010 Q3 2010 Q4 2010 Q1 2011

20. Contact & Questions
THANKS!
THANK YOU!
Matteo Montan – matteo.montan@buongiorno.com
matteo.montan@buongiorno.com