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Presentation on marketing and payment collection for mobile games
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1
The move to “off-portal”mobile web
Osney 5th MGF24th Jan 2008
Ray Anderson
www.bango.com
© Bango plc 2007
2
Overview
• Off-portal vs On-portal• Business models• Marketing• Money Collection• Browsers• Trends
3
About Bango BGO.L
• Founded 1999 to enable anybody toquickly and easily engage with mobilephone users - through the web -without concern for mobile operators.
• 45 people in Cambridge (UK)New York, Madrid (Spain)
• Hosted service operatingglobally via Web
• London Stock Exchange (AIM)float June 2005
Partner of leading mobile operatorsto accelerate off-deck mobile web
Award winning technology
Chosen by leading content providersto engage users thru mobile web
4
Bango: Quick & easy mobile web
1,000 million mobile internet browsersMobile web
Traffic, Information, Payment
+3,500 others
5
Off-portal = Direct to Consumer
The total market
On-portalCommercial relationship with each operator
Direct-to-consumerYou promote and engage
directly with the whole market
6
Routes to MarketMobileOperatorPortal
MobileOperatorDirectory
“Friendly”Off-portal
Other
Marketing &Discovery
PaymentMethods
Reach
Contract
07 UK Rev(Operator)
MNO Mktg
5-20 30-300 1,000-50,000 Millions
By Operator/partner
Discoveryon portal
By CPOperator Search
By CPOpen Search
OperatorPayment
OperatorPayment
WAP billingPSMS
WAP billingCCard, Ad fund
Portal Users Cross Operator Cross Operator Cross Operator
Operator Operator Indirect None
£200M(VAR%)
£10M(20-40%)
£200M(5%-50%)
N/A(0%-50%)
Strategic “Slots” Search/Ad sales Search/Ads
7
Operators migrating
Prog
ress
TypicalInternet
ISP
EncourageCustomerChoice
Ease Payment
OPEN
OPEN
Customer
HELL
Customer
Heaven
DE
UK
UKFRUK
JP
DE
KDDIJP
US WirelessCarriers
8
Traditional text promotion - complex
• Difficult instructions for end users- Text response
• Expensive to promote- Full page
• Support overhead• Small print• Un-trusted subscription models
9
Off-portal browse and buy
User navigatesyour mobile site
You providedownload page
Collectpayment for
content
• Operator-like shopping experience• Billing within the WAP session• Only pay per download
• No hidden costs• T&Cs clearly displayed• Build consumer trust
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The business model
Games Provider
money
game
paymentcosts
marketingcosts
11
Mobile marketing channels
Enter yourmobile number
Visitwwe.wap.com
Community / ViralPrint
Bar code
Mobileadvertising
Websites
Mobilesearch
Direct URL
TV
Push
Your mobilesite
12
Mobile Search
FEED
13
Bango Button
14
Content Providers & Merchants
Mon
ey F
low
AggregatorsResell Operator Billing
E-topup Operators
Retail ATM Cards Banks
Cash
Channelling money to you
1,000,000,000 mobile web users1,000,000,000 mobile web users
15
Content Providers & Merchants
Mon
ey F
low
AggregatorsResell Operator Billing
E-topup Operators
Retail ATM Cards Banks
Cash
Loosening the purse strings …
1,000,000,000 mobile web users1,000,000,000 mobile web users
FRICTION!
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Maximize revenue
Available money PSMS only
Revenue leakage fromunpaid messages (18-30%)
PayPal/credit/debit card
Direct operator billingInternational
Browse in
23% uplift inrevenue
17
The attractions of alternatives
• Typical “Operator Billing”: 75% outpayment, 70 day payment
• Typical “Financial Billing” 93% outpayment, 10 day payment
• Typical business model (30p/59cent cost mini game):
99p sale = 84p (ex VAT) 21p billing 25p Mktg 30p royalty 8p marginvs99p sale = 84p (ex VAT) 6p billing 25p Mktg 30p royalty 23p marginor99p sale = 84p (ex VAT) 6p billing 35p Mktg 30p royalty 13p margin
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Price to retain key user segments
Consider:Freebies Subscription Discounts
19
The attraction of “ad funding”
“Content” Provider
o
money
stuff
Adverts / Search
“Content”Provider 2
Xstuff
20
Browser Trends
WAP-131%
HTML1%
WAP-258%
iMode etc.10%
21
Summary
• Mobile web is widely used, and increasing fast(Flat rate data is accelerating growth)
• Many billing options but generally improving returns
• Multiple new marketing opportunities- operator search open search- operator ads open ads- mobile to mobile viral (WAP.com)- PC to mobile (Bango button)- text marketing
• Technology is changing slowly- Stay with the basics: XHTML, J2ME to reach 60M +
22
Supplementary
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Bango maximizes revenue
Ban
go B
illR
ankTM
Tech
nolo
gy
>13,000,000user profiles
across3,000+ sites
Operator
User Info.
U/R/G rating
Billing cost
Min margin
Antifraud
Availability
User Pref.
AggregatorsPremium SMS billing
Trusted statuswith operators
Operator BillingDirect connect to operator
Alternatesto expand coverage
Your mobile website Factors: