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Yahoo 2013 Confidential & Proprietary. Do not share or distribute 1
Name
Tite
Growing The Digital Ecosystem
Christos Mastoras
Director of Business Development | Yahoo! Maktoob
SAMENA CMO Day
September 29, 2013
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Yahoo 2013 Confidential & Proprietary. Do not share or distribute 2
2
xHow can operators constructively engage OTT
players and build an open digital ecosystem to
grow the market for all?
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The Agenda
The state of digital
Defining the ecosystem
How do we grow the ecosystem (and win)?
The Yahoo approach
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The Agenda
The state of digital
Defining the ecosystem
How do we grow the ecosystem (and win)?
The Yahoo approach
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5
Source: Internet World Stats data (June 2012) & Mary Meeker’s Stanford Internet Trends - KCPB
Indonesia
Russia
Brazil
MENA
India
US
China
Internet Users – Top 7 Markets
Digital MENA – Incredible Scale
UAE: 284%
KSA: 228%
Egypt: 96%
Mobile
Penetration
(2013):
151%
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Digital MENA – High Growth
(*) Ad spend includes: Newspapers, TV, Radio, Magazines, Digital, and Out-of-Home advertising
Sources: e-Marketer, Zenith, Internet World Stats, Informa, Google Mobile Planet, Deloitte
Growing
Internet
Penetration
~40% internet penetration in
MENA with double-digit
growth in last few years
Proliferation of
Digital Content
A few years ago 5% of users
online spoke Arabic, while
only 1% of content online was
Arabic. But the gap is closing.
Share shift:
Digital
Advertising
Digital Advertising Spend as
% of Total Ad Spend
Increasing = 7% (2013)
Increasing
Smartphone
Adoption
~40% smartphone
penetration (60%+ in GCC)
which is growly rapidly
MENA
Demographics
High population growth with
50% below the age of 25 –
the “internet generation”
Highly
Engaged
Users
MENA users are amongst the
highest globally in video
consumption & UGC sharing
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Digital MENA – Advertising Share Shift
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Print Radio TV Internet Mobile
Time Spent Ad Spend
Source: Mary Meeker, KCPB Internet Trends Report 2013
Mobile
Penetration
(2013):
151%
The “Share Shift”
Opportunity
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8 Yahoo Confidential & Proprietary
VIDEO
SOCIAL PERSONALIZATION
NATIVE ADS BIG DATA
LOCAL CONTENT
Digital MENA – Key User Trends
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Digital MENA – Operator Challenges
Explosion in data traffic Heavy investments in access infrastructure
Disruptive technologies
Increased user sophistication & demands
Increasing competition across the value chain
Disintermediation from the content game
Slowing top-line revenue growth
Pressures on profitmargins
Challenges to current business model
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The Agenda
The state of digital
Defining the ecosystem
How do we grow the ecosystem (and win)?
The Yahoo approach
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What is the “Digital Ecosystem”?
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THE USER
“OTT”
DIGITAL PLAYERSADVERTISERS
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“OTT”
DIGITAL PLAYERSADVERTISERS
Entrepreneurs
Developers
Agencies
Brands
Telecom
Operators
Device
Manufacturers
Content
Providers
Traditional
Media
UGC
THE USER
It’s a big competitive world…
Investors
Start-ups
eCommerce
Players
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Convergence… or collision course?
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The Agenda
The state of digital
Defining the ecosystem
How do we grow the ecosystem (and win)?
The Yahoo approach
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PARTNERSHIPS
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Forge partnerships with OTT digital players – to be part of
content equation and share in the advertising revenues
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EMBRACE INNOVATION
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PUT THE USER FIRST
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The Agenda
The state of digital
Defining the ecosystem
How do we grow the ecosystem (and win)?
The Yahoo approach
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Yahoo: over 800 million monthly unique users globally
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Yahoo reaches all these users across every digital touch
point every day: the daily users’ habits
Reading local news/weather/events
Reading world news/weather/events
Emailing with friends or family
Using Search Engines
Socializing
Instant messaging friends/family
Watching video programs
Seeking personal-interest information
Watching/listening to content created by
others
Reading/watching sports content
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Mobile is a key part of our strategy
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We invest in original content and video productions
SPORTS + FITNESS COMEDY FOOD & COOKING HEALTH +
WELLNESS
BUSINESS +
FINANCE
AUTOMOTIVE EDUCATION MUSICNEWS +
INFORMATIONMOVIES TECHNOLOGY
GAMING REALITY TV ENTERTAINMENT HOME + FAMILY TRAVEL
FASHION + STYLE
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…and constantly expand our global network of partners
29 Yahoo Confidential & Proprietary
400+ partners
50+ partners
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Our strategy is also supported by recent acquisitions
30 Yahoo Confidential & Proprietary
February 2013
Mobile venue recommendation
service
May 2013
Multi-screen travel deal and
rewards calculator
March 2013
Pocket-sized news for iPhone
already powering the Yahoo!
app
January 2013Social news, curation
& sharing tool
December 2012
Video hosting
with mobile capabilities
October 2012
Mobile & Social
app for recommendations
May 2013
Email management, to-do lists,
& reminders across several
devices
May 2013
Mobile-based social polling
app
May 2013
Mobile gaming company with
community and location-based
services
March 2013
Personalized
recommendations on food and
entertainment via mobile
May 2013
Micro-blogging platform and
social networking site
June 2013
Conference call service with
online scheduling and
response tracking
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Partnering with Yahoo
Y!
CONTENT
HOSTED
SEARCH
MOBILE APPS
MONETIZATIONAD
MARKETPLACE
PUBLISHING
PLATFORM
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Yahoo 2013 Confidential & Proprietary. Do not share or distribute 32
Thank you.Thank you.