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The mobile web opportunity

© 2008 Bango plc

www.bango.com

2

The three daily necessities

• Keys

• Wallet/purse

• Mobile phone

The mobile phone is the most important item to the youth market

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The mobile opportunity – facts and stats

World-wide• >3 billion phones world-wide*• 25% of users browse the

mobile web*

US• 255.4 million subscribers • 84.06% mobile penetration rate• 40 million browse the mobile

web

2000

1800

1600

1400

1200

1000

800

600

400

200

02000 2001 2002 2003 2004 2005 2006 2007 2008

Mill

ions

of u

sers

The mobile internet

Fixed phone lines

Mobile subscribers

Mobile internet

Fixed internet

Now twice as many people have access to

the internet on their mobilephones than from a PC

Sources: GSM Association, Gartner, Informa Telecoms, Nielson

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The problems you face…

- No easy call to action

- Country by country

- Diversity of search engines

- Loss of control to

others

- Taxes and e-money regulation

- Settlements, un-payables

- Currency conversions

- SMS Shortcodes

- Payforit compliance

- Operator policies

- User identification

Traffic

Information

Payment

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2002-2004 It was hard back then!

Difficult instructions for end user

Expensive topromote

Support overhead/small print

Local only

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2004-2005: Improved “call to action”

midate.wap.com

Web TriggerDirect URL

On your website• Great for high traffic website • User enters phone #• Receives link to mobile site

From print, TV, radio• Simple call to action• User sends text message • Receives link to mobile site

Text “cginfo” to

83200

Simply enter your mobile

number

Txt Trigger(shortcode)

mobile

Welcome back Tiggy-woo

Your datesLatest profilesDating advice

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2006-07: Advertising and search

Enter your mobile number

Visitmidate.wap.com

Community / Viral

Print

Bar code

Mobileadvertising

Web Sites

Mobilesearch

Direct URL

TV

Push

An web model

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Content access methods are changing

0

5

10

15

20

25

30

2003 2004 2005 2006 2007 2008

Year

UK

Mob

ile S

ubsc

ribe

rs

(mill

ions

)

AdvertisingSearch Website triggerBookmarkDirect URLSMS Trigger

Sources: MDA, M:Metrics, Bango

Direct to consumer market – access methods 2003-2008

Mobile Search

Mobile Advertising

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Typical print promotion

• Drive traffic to the mobile shop

• Integrate with news & sport

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Mobile web promotion

• Use Web Trigger

• Take direct to content or to mobile web home page

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In pack promotion

• Well targeted• Low cost to distribute• Special offers for

loyal customers• Persistent

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Promotion through search

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The Wagon Train

• Just like the 1820’s USA

• Where is California or Oregon?

• You need a guide:Kit Carson or Tom Fitzpatrick

Bango is your guide to the mobile web

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Bango: your partner in mobile

The total market

On-deckCommercial relationship with each carrier

Direct-to-consumerYou promote and engage

directly with the whole market

Search results

Advertising

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www.bango.com

Join the discussions on the Bango Forumshttp://forums.bango.com/