my brand went mobile

MY BRAND WENT MOBILEMY BRAND WENT MOBILE

THE MTV MOBILE PATH IN SPAIN: THE MTV MOBILE PATH IN SPAIN: WHEN, WHY, HOW AND WHAT WE DOWHEN, WHY, HOW AND WHAT WE DO

Forum Telecom LisboaForum Telecom Lisboa

11th July 2006 11th July 2006

•Overall vision: MTV Spain in the mobile market•Our first steps: sms services•Increasing presence: from web to wap•Bringing some interactivity in: sms on screen•Mobile in our core business: video meets mobile•Video meets mobile: actual projects in MTV Portugal•The model evolves•Next steps…

What is this about?

•The Spanish Mobile market: • Heavy users, high penetration

•37.2 MM users: penetration 106% (2006)• New handsets, new services…

•3.5 MM GPRS users 2004. 2.5MM users 3G (2005). •3G growing: Movistar forecast 4.5 MM 3G handsets in 4Q 2006 •All MNO are focused on video services for 2006

•SMS growing : •52.5 sms/user/month durante 2004. •Total of 23.6 BM sms. •Sms P2P increased 25% (2004 vs 2003)

•MTV as the right brand to get multiplatform• TV+ Mobile + Web + ADSL (IPTV, VOD, P2P) +Blogs+mp3 devices

Overall vision: MTV Spain in the mobile market

•We need to be where our target is •Nokia is the 5th most recognized brand among young people•56% of Internet users watch more than 70 minutes of video streaming a month •Young users spend from 10 to 15% of their money in mobile • Half of them create or share content (blogs, personal webs, fans, P2P)


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MobileRadioInternetChannels

•We need to be where our target is


Music is interesting, but we’re facing new ways of consuming it with higher penetration ratios than our channelsData: 3ª Ola EGM

•We need to be where our target is


• If we ask our viewers what do their stop doing when they go for browsing the web, most common answer is that they stop watching TV (67.7%)

• If we ask them what activities they did on line during the last month, 56% answers “downloading music” and just 3.4% of them pays for those downloads

•We need to get positions in the market• MTV is the best brand for advertisers looking for young target• Then, MTV has to be able to connect with the target wherever they are.• Our first answer to “why MTV goes mobile?” is because our target goes Mobile

•We need to explore new revenue streams


•At the end of the day, we’re global:•Viacom launched more mobile video channels in the US than any other media company•Will operate 15 mobile TV channels via MTVN Intl by the end of 2006•MTV Networks is developing and programming a wide range of mobile content, including new original 3G programming to mobile audiences worldwide


•When: since back in 2001 until now. We keep on doing sms contest as the easiest answer to a TV spot

•Why: a 360º campaign (Doritos, Fritolay company)

•first Mobile use along with the first on line launch of mtv.es in order to build a 360º campaign•Great success (in terms of sms answer and on line downloads)

•How: revenue share with an sms platform owner•What: sms contest plus first downloads (ringtones)

Our first steps: sms services

•When: since back in 2003 until now•Why:

•new cell phones admit more content to download•wap/Imode as the answer to bring the brands to the consumers handset.• Advertising opportunities driven by co-marketing campaigns with MNOs

•How: revenue share with technical developer plus deal with the 3 MNOs •What: Channel grid, promotions, news, ringtones, images, games… and ads soon

•This will be soon a reality in MTV Portugal as well

Increasing presence: from web to wap


•A way to keep viewers watching our shows•A way to interact with users and make them feel inside the MTV community

•How: revenue share with an technical developer •What: pure sms shows, sms as a way to participate in a show –voting, sending opinions-

Bringing some interactivity in: sms on screen

•When: since December 2003 until now, daily show Monday to Friday

•Why: A way to interact with users and make them feel inside the MTV community

Bringing some interactivity in: sms on screen, MTV Portugal: re:action

•What: a way to participate in a show, voting, sending opinions


•New handsets admits video •A revenue stream that fits our core business•More profit from our products•Communicating our products on new formats•Offering our channels wherever the user is

•How: revenue share with MNO. Pay per access, pay per subscription, VOD , simulcast…•What: any kind of video content

Mobile in our core business: video meets mobile

•TMN: MTV Music (24/7 channel), MTV Snax (made for mobile loop), Game One (24/7 channel), Nick (made for mobile loop)•Vodafone: MTV Music and MTV Snax •Optimus: To be announced soon...•Are more about to come...

Video meets mobile: actual projects in MTV Portugal

The model evolves: how it was?

Revenues• Carriage• Advertising

Costs• Content• Programming

Viewers / Ratings

Investment

The model evolves: how?

Viewers / Ratings

Investment

“Controlled” (B2C)• Advertising

• Web sites• Overdrive

• Digital Music Services• OD2• Urge

• SMS-to-TV

“Over the Fence” (B2B)• MobileTV• Mobile VOD• MVNO• Mobile Games• Content licensing

• iTunes etc)

Revenues

Internal• Other Viacom

companies• Technology

CostsExternal• Record labels

• Plays• Subs• Rev share

• Publishers• Back-end

• Talent• Unions

•This is a quick evolving market: keep your eyes open•It’s not about technology, but about adapting tools to your company strategy•Some next to come chances:

•DVBH possibilities (video plus data on same handset screen)•Content pushed to users by subscription •Video advertising for Mobile•Off portal wap capabilities•Once in mobile, why not on iPods?•And many, many more…

Next steps

Next steps: being multiplatform!!

PORTALS

DEVICESSEARCH

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P2P

Víctor Puig Head of Interactive

[email protected]

Tfno: 91 781 84 32

Serrano 43-45, 4º Planta

28001 Madrid

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