Andrew Perlman's presentation at eComm 2008

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How Social Networking Migrates to Mobile

All rights reserved. Copyright © 2006 Vringo Inc. This file may not be redistributed without prior written permission

Andrew PerlmanSVP Content and Community

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What is Vringo?

• Vringo allows you to take any content from anywhere to be your video ringtone: Avatars from the web, slide shows or choose from our library of premium content or subscribe to channels

• When 2 people have Vringo they can choose the video that appears on their friend’s phone when they call

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Vringo is Viral

• Users can invite friends directly from their contact list

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Client >> Client

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See Buddy Vringos View and Send new Vringos to each other.

Client >> Client

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Vringo lets you take your web identity and content with you

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What is today’s mobile social networking experience?

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Mobile experiences limited by mobile ecosystem

• Mobile Phone is the most personal device a person has

• Less than 30% of U.S. mobile users have used internet services on their mobile device

• 3G mobile devices are still equivalent to a mobile 1.0 internet experience:– Even the state of the art iPhone is only a 2.5G device– 3G devices like Blackberry, Nokia Symbian offer limited

screen space and interaction with websites and limited compatibility

• Multiple operating systems and overlays: Java, Symbian, Windows Mobile, BREW, Flash, Apple

*Nielson “46 Million Mobile Data Users Used Mobile Search Functions in Q3 2007, According to Nielsen” 1/16/08

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What is a Personal Content Experience on Web vs. Mobile

Rich media Videos Avatars Animation Photos

Socially networked and shared

Easy access to limitless content

User-generated content dominates

Vibrant and growing market

Content on the web

Primarily audio

Exists in my phone only, can’t be

shared Content discovery is cumbersome

UGC plays only a small part, growing

Stagnant market

Content on the mobile

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What is this about?

• Personal Content Experience

• Status– Pimpin’ my page– Sharing what, who I am

with my friends– How cool am I?

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Personalization in the real world

• Shoes

• Licenses

• Tattoos

• Clothing

• Mugs

• Stationary

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Rich Personalization environment in Web 2.0

• “A web site is your personality in pixels”Efuse

• All forms of digital media are about personalization

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Pimping your phone is not the same as pimpin’ yourself…?

• "The mobile is an extension of your personality. If you're using a good phone, you are projecting to your peer group that you are doing well in life,"

VineetTaneja, Director Multimedia, Nokia India

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Ringtone Mania—personalization goldmine

• $6 Billion in 2007 revenues– Akon sells 11+ Million ringtones, Crazy Frog Craze– You're not buying a ring tone to enjoy Christina Aguilera. You're

buying it to tell everyone else who you are. — DARIO BETTI, Ovum analyst

– Are multi-platform personalization services next?– More and more about sharing - Zouza

• How do we merge this kind of personalization that is happening in the social web?

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How do we make the mobile experience as rich as the web?• Work the system

– Circumvent carrier infrastructure making costs palatable and ap available

• Facebook-Blackberry Client• Mig-33• Twitter

• Leverage handset makers for tech help and distribution

• Forum Nokia• Nokia Content Discoverer,

Mosh

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Vringo Goes Facebook

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What’s the Business?

• Paying a price of admission does not work– Being viral is key, a price of admission

challenges this

• Don’t count on mobile’s built in payment – Carrier shares high– Consumers reluctant to pay for anything other

than premium content• Conclusion:

– Ad funded models– Selling additional premium services

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In Conclusion

• I:– Facebook + Vringo = I am (and its all free)

An eComm 2008 presentation –

http://eCommMedia.com for more