momotlv israel march 2010 - trixcell - off-deck
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MoMoTLV Israel March 2010Off-deck apps monetization - Shlomi Grandes, CEO @ TrixcellTRANSCRIPT
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Off-deck (D2C) - What is it, and how the hell can you make there money?
By Shlomi Grandes
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Who we are • Created a new content category: Mobile phone magic
• Working on-deck and off-deck in about 90 countries
• TV ads in about 20 countries
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• Local D2C channels e.g “Cellcast” or “Cellfish” who cater to the French market.
• International D2C channels such as “Jamba” and “B!” that distribute globally
• Independent D2C channel through companies like “Bango” or “mBlox”.The most important aspect of this model is your conversion rate.
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Opportunities• The end of the subscriptions era required D2C companies to
understand the new reality and adjust their models accordingly.
• Owners of smartphones consume applications and games more than before, and are willing to pay for it. Consequentially:
• Licensing original quality content from 3rd parties, as opposed to wallpapers, ringtones, etc. that were usually made in-house.
• Quality vs. quantity
• Active marketing vs. passive marketing
• Operator portals have stopped being the destination of choice for consumers.
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Opportunity to distributecontent for adults inconservative countries…
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ATL activities• TVC
• TVC
• On-Line banners / Landing pages
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TVC Sample (FC) ***
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The KSF for producing substantial revenue in D2C channels:
• Entertainment that speaks to a large audience, regardless of gender or age
• Focus on the J2ME platform
• Wide compatibility
• Localization
• A variety of marketing assets
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