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Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
Planning Your Planning Your Mobile Entertainment StrategyMobile Entertainment Strategy
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
ContentsContentsWhy Undertake a Mobile Data StrategyWhy Undertake a Mobile Data Strategy
Where is the MoneyWhere is the Money
Mobile Entertainment Value ChainMobile Entertainment Value Chain
WAP – The Workhorse Of Mobile EntertainmentWAP – The Workhorse Of Mobile Entertainment
Merchandizing your StrategyMerchandizing your Strategy
Billing Mediation – Monetizing your StrategyBilling Mediation – Monetizing your Strategy
Organizational ImplicationsOrganizational Implications
ClosingClosing
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
ContentsContentsWhy Undertake a Mobile Data StrategyWhy Undertake a Mobile Data Strategy
Where is the MoneyWhere is the Money
Mobile Entertainment Value ChainMobile Entertainment Value Chain
WAP – The Workhorse Of Mobile EntertainmentWAP – The Workhorse Of Mobile Entertainment
Merchandizing your StrategyMerchandizing your Strategy
Billing Mediation – Monetizing your StrategyBilling Mediation – Monetizing your Strategy
Organizational ImplicationsOrganizational Implications
ClosingClosing
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
The Underlying Driver of The Underlying Driver of Mobile Entertainment StrategyMobile Entertainment Strategy
It’s about personalization
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
Settling the ”Voice vs Data” DebateSettling the ”Voice vs Data” Debate
Goal is to sell units and keep them
Selling and keeping customers is built on differentiation
Voice is voice (coverage notwithstanding)
Data is differentiation
Differentiation = Sales + Loyalty = Market Share
Debate is really an internal one
Market is settling the debate with their money
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
Consumer vs Enterprise DataConsumer vs Enterprise Data Enterprise – Robust
Solutions oriented Typically requires more “Consultative” sales
Consumer – Every phone, corporate or individual, is personal device Every phone can be personalized Distribution of product is already in their hands Marketing programs directed to handset Sales becomes viral and intuitive
Bottom line – Through service personalization Augment revenues Increase loyalty Market and distribute directly to handset Leverage scalable distribution
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
ContentsContentsWhy Undertake a Mobile Data StrategyWhy Undertake a Mobile Data Strategy
Where is the MoneyWhere is the Money
Mobile Entertainment Value ChainMobile Entertainment Value Chain
WAP – The Workhorse Of Mobile EntertainmentWAP – The Workhorse Of Mobile Entertainment
Merchandizing your StrategyMerchandizing your Strategy
Billing Mediation – Monetizing your StrategyBilling Mediation – Monetizing your Strategy
Organizational ImplicationsOrganizational Implications
ClosingClosing
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
The Four Key Money Makers The Four Key Money Makers in Mobile Entertainmentin Mobile Entertainment
1. Mobile Web Internet access via a handset
2. Downloadable Content Ringtones Wallpapers Games Video
3. Multimedia Messaging Camera phone enablement
4. Premium SMS “Off deck” content delivery Mobile marketing campaigns
8
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
Numbers Don’t LieNumbers Don’t Lie 2005 US Content Downloads – Doubled to 575 m
generating $1.3b
2005 data ARPU up 76%
2005 voice ARPU down 3%
Sales Mix Ring Tones 58%
Games 28%
Wallpapers 12%
Videos 2% (growth product)
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
ContentsContentsWhy Undertake a Mobile Data StrategyWhy Undertake a Mobile Data Strategy
Where is the MoneyWhere is the Money
Mobile Entertainment Value ChainMobile Entertainment Value Chain
WAP – The Workhorse Of Mobile EntertainmentWAP – The Workhorse Of Mobile Entertainment
Merchandizing your StrategyMerchandizing your Strategy
Billing Mediation – Monetizing your StrategyBilling Mediation – Monetizing your Strategy
Organizational ImplicationsOrganizational Implications
ClosingClosing
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
Mobile EntertainmentMobile EntertainmentValue ChainValue Chain
Consumers
Application/Content
Aggregation
ConsumerFacing Portals
Content Creation
Application Creation Transaction
Mgmt/Billing
Wireless
Network
Software DevelopmentSoftware DevelopmentCommunityCommunity
Record CompaniesRecord Companies
Publishers &Publishers &BroadcastersBroadcasters
Content AggregatorsContent Aggregators
Entertainment EcosystemEntertainment Ecosystem
Content AggregatorsContent Aggregators
CarriersCarriers
Billing CompaniesBilling Companies
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
ContentsContentsWhy Undertake a Mobile Data StrategyWhy Undertake a Mobile Data Strategy
Where is the MoneyWhere is the Money
Mobile Entertainment Value ChainMobile Entertainment Value Chain
WAP – The Workhorse Of Mobile EntertainmentWAP – The Workhorse Of Mobile Entertainment
Merchandizing your StrategyMerchandizing your Strategy
Billing Mediation – Monetizing your StrategyBilling Mediation – Monetizing your Strategy
Organizational ImplicationsOrganizational Implications
ClosingClosing
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
Mobile Browsing BasicsMobile Browsing Basics
WAP browsing is the workhorse for mobile data Infrastructure – Wireless
Application Protocol Gateway (WAP)
Can be in-network or a hosted services
All Handsets are WAP-ready All new phones come w/
browser capabilities
Carriers must create the “home deck” mobile browsing experience
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
The Mobile Web is the Internet via WAPThe Mobile Web is the Internet via WAP
Managing a mobile web offer is fundamentally managing access to a variety of WAP sites
Using a WAP content management tool provides total control of the mobile web experience
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
Mobile Web Browsing ArchitectureMobile Web Browsing Architecture
The WAP gateway is central to all data traffic The WAP Deck Management platform manages the subscriber main menus and thus their overall
online experience Billing Mediation tracks WAP activity
PDSN/GGSN
WAPGateway
WAP DeckManagement
WAP ContentSite
MSC
MMS-CSMS-C
WAP ContentSite
Internet
BillingMediation
CarrierNetwork
Core
MobileEntertainment
Platforms
Subscriberon
the MobileWeb
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
ContentsContentsWhy Undertake a Mobile Data StrategyWhy Undertake a Mobile Data Strategy
Where is the MoneyWhere is the Money
Mobile Entertainment Value ChainMobile Entertainment Value Chain
WAP – The Workhorse Of Mobile EntertainmentWAP – The Workhorse Of Mobile Entertainment
Merchandizing your StrategyMerchandizing your Strategy
Billing Mediation – Monetizing your StrategyBilling Mediation – Monetizing your Strategy
Organizational ImplicationsOrganizational Implications
ClosingClosing
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
Hot Commodities in Downloads Hot Commodities in Downloads Its All About PersonalizationIts All About Personalization
Ringtones Outsells every other type of download 2:1
Wallpapers Amazingly popular given that people can make their own
with camera phones
Games Simple sells best
Tetras is the # 1 mobile game in the world – bowling is # 2
Video Clips The hot new category
Difficult to merchandise – how can people see if they want to buy with out giving it away in the process?
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
The Download Business RequiresThe Download Business Requires“Merchandising” Your Content“Merchandising” Your Content
Two places for content catalogs Mobile browser Desktop web portal
The vast majority of sales will come from the handset WAP portal
Good presentation is key
Remember the 80/20 rule – 20% of the content will represent 80% of your volume
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
Desktop PortalDesktop Portal Purchase
content for your phone from the desktop
Pushes content out to the handset after purchase
Branded with your company look and feel
Linked off your company website
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
WAP Content Purchase PortalWAP Content Purchase Portal
Purchase content for your phone directly on the phone
Provides a simplified listing of content
Tied back into the Mobile Web offering
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
Architecture for Downloadable ContentArchitecture for Downloadable Content
PDSN/GGSN
WAPGateway
WAP DeckManagement
WAP ContentSite
PostpaidBilling
Platform
MSC
PrepaidBilling
Platform
MMS-CSMS-C
WAP ContentSite
Internet
BillingMediaton
CarrierNetwork
Core
MobileEntertainment
Platforms
DownloadDistribution
Platform
SubscriberDesktop Portal
Access
Subscriberon
the MobileWeb
The Download Distribution Platform stores the content and provides both the desktop and WAP portals for content selection
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
ContentsContentsWhy Undertake a Mobile Data StrategyWhy Undertake a Mobile Data Strategy
Where is the MoneyWhere is the Money
Mobile Entertainment Value ChainMobile Entertainment Value Chain
WAP – The Workhorse Of Mobile EntertainmentWAP – The Workhorse Of Mobile Entertainment
Merchandizing your StrategyMerchandizing your Strategy
Billing Mediation – Monetizing your StrategyBilling Mediation – Monetizing your Strategy
Organizational ImplicationsOrganizational Implications
ClosingClosing
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
Three Business Model OptionsThree Business Model Options
1. Kilobytes of Use The easiest from the network perspective The most difficult for consumers to understand How many kilobytes on a WAP page – WHO KNOWS!!
2. Minutes of Browsing A more logical usage metric in the consumers mind Carriers can use their existing voice minutes plan Requires some configuration and averaging
3. Monthly All-you-can-eat Very popular with U.S. consumers but not elsewhere Creates a barrier to entry – consumer must contact customer
service and sign up
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
Billing ConsiderationsBilling Considerations
Limit to Post Paid Subscribers May use batch billing mediation for monthly
Limits portion of the base that can participate
In developing markets, as little as 10% of base in Post Paid
Open to Pre-Paid Must have real time balance check to avoid revenue
leaks
Opens data products and services to more of the base
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
ContentsContentsWhy Undertake a Mobile Data StrategyWhy Undertake a Mobile Data Strategy
Where is the MoneyWhere is the Money
Mobile Entertainment Value ChainMobile Entertainment Value Chain
WAP – The Workhorse Of Mobile EntertainmentWAP – The Workhorse Of Mobile Entertainment
Merchandizing your StrategyMerchandizing your Strategy
Billing Mediation – Monetizing your StrategyBilling Mediation – Monetizing your Strategy
Organizational ImplicationsOrganizational Implications
ClosingClosing
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
Organizational ChallengesOrganizational Challenges
Engineering – New components and protocols
IT – New billing records
Marketing – New, complex marketing relationships
Sales & Service – More feature rich handsets and services
Copyright © 2006 ClearSky Mobile Media, Inc.
Planning Mobile Entertainment StrategyPlanning Mobile Entertainment Strategy
Key Take AwaysKey Take Aways
Mobile entertainment offers ARPU, growth, loyalty opportunities
Markets are proven in all regions in both pre-paid and post paid segments
Product offerings are robust
Enabling technologies are readily available
Execution can be complex
Alternatives for rapid, low cost market entry exist today
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