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The Role of Social Networking
within Consumer's Digital Lives
Matteo Montan - Head of New Business
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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
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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
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B! BUSINESS MODEL
• 11M subs to B! Mobile clubs
• 500K new customers acquired each week
• HTXT leading social media aggregator
• Full Portal Outsourcing solutions
• Loyalty and Mobile CRM solutions
• Supporting brands to develop their digital strategy
• Mobile Ad, CRM & Loyalty programs , couponing...
B2C B20 B! Digital
Be3A – Buongiorno proprietary platform
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B! DIGITAL
CRM & LOYALTY
M-SITES & APPLICATIONS
B!Digital is currently present in: Italy, France, UK, Germany, the Netherlands, Spain, Russia, USA
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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
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Invest in a new
opportunity expected to take
off by year end
Achieve top line growth in the
current business both
in B2C and in B2B
Buongiorno will leverage on its ongoing performance to grow in 2010
by a 2-legged approach
Buongiorno’s 2010 Directions: New Business
• Social Media
• Skill gaming
• Digital Payments
• Connected Devices
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Changes&Trends: Mobile vs. Desktop Internet
Source: “Internet trends, April 2010” Morgan Stanley
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Changes&Trends: Social Media vs Email
Source: “Internet trends, April 2010” Morgan Stanley
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Changes&Trends: iPhone ramp drives growth
Source: “Internet trends, April 2010” Morgan Stanley
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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
Changes&Trends : Mobile Social Media!
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New Business vision: the OS of your Digital LifeN
E
E
D
Talk & share
Read, watch, listen
Play for fun Play for
money
Shop
Social Content Stores
Social
Games
S
E
R
V
I
C
EOn Line
Casino
News & books,
video, music E-commerce
Integrated Payments Systems
HW manufactures
B2B
Carriers
B2B
End users
B2C / ADV
B
I
Z
M
O
D
E
L
Integrated Ad-platform
Smart Social Network Aggregator
Cloud computing – Single Sign On – Multiple devices
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Social Media at OS core - The Landscape
Ecosystems
The product is the network itself
Mass market proposition, so by default Multi-functional & Multi-platform
Allows other organisations to feed off their ecosystem
Social App - Enrich your “social” life
Addressing a use case for Users of Ecosystem –improving it
Vertical
“Answering a specific demand where the community adds value”
Address a clear market space –acts as a filter
Community adds value to product and user
Focuses on specialisation and quality
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Looking at Social media mass market proposition
I’ve something interesting to say
How do I broadcast my
messages?
I like to see
what’s going
on
BloggerSuperconnector
The “Voyeur”
Mass Market Communicators
SN = Extension of my
identity & relationships
I’ on more than 1 network
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
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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)
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Hellotxt 2.0: multiplatform
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Hellotxt 2.0: Simplify
Simplify: Put all your Social Media messaging in one place, inbound and outbound
Reading Posting
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Hellotxt 2.0: enrichEnrich: Beyond simple text updates towards richer media sharing
Doodle Updates Geo Location Multi Media
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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
Launched
(free)
Q3 2010 Q1 2011Q4 2010Q2 2010
HelloTxt 3.0
(freemium)
HelloTxt 4.0
Geo
Inventory
(freemium)
HelloTxt
4.5Geo/Smart
Inventory
(freemium)