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Visiongain iPhone conference presentation
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1
The iPhone for website owners
29th May 2008
Ray AndersonCEO
© 2008 Bango plc
www.bango.com
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iPhone vs mPhone
• Connectivity
• Browsing
• Downloading
• Usage
• Predictions
• Suggestions
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Mobile web is increasingly open …
All web enabled phones
On-portalCommercial relationship with each carrier
Direct-to-consumerPromote and engage
directly with the whole market
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55
Hundreds ofmajor, global brands
Thousands ofmid-size, national brands
Millions ofniche, community brands
The “Long Tail”
Thousands of websites integrated
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http://bango.com/live
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Connectivity
Your website
Add value:Identity
PaymentsAgeVerify
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Example of “added value”
By clicking on ‘Pay Now’ you agree to the purchase of Pimp My Ride tone from Pimp My Ride for £2.50.
Terms and ConditionsPimp My Ride
Operator Data Charges may apply
Pay NowCancel
Powered by Bango
Thank you for your paymentof £2.50.
Yes, I want free information sent to mymobile by businesspartners of Pimp My Ride (such as special Offers)
Yes, I want free updatesOn new products, Services and special Offers sent to my mobileby Pimp My Ride
Powered by Bango
Continue
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Web browsing
• mPhone
XML (WAP2.0) browser. Sites given header to optimize.Vertical (one hand) navigationSome HTML browser (N95,etc.).You need to make a “mobile OK” site
• iPhone
HTML browser. Also browses XHTML(Safari uses same “webkit” base as used by Nokia)Desktop sites workYou can make a “smaller screen” site
Finger as pointing device and “zoomer” on iPhone.Keyboard and buttons on most other phones
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Downloading
• mPhone
Easy (except Verizon) to download mediaMP3, videos, images, java applications, native appsConsolidation round standards
• iPhone
Effectively “closed” at present (browse only)Can’t downoad media items via web or bluetooth
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Usage
• Is iPhone usage worth bothering about?
• Usage by who?
Mass market end users
Your website users
A new segment of end users
Venture capitalists and journalists
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iPhone usage in perspective
One BillionInternet Sites
1,200million out of 3,050million mobile users connected to internet 2007
800M people with PC web access
1.2B peopleuse Mobile web
2.7m (0.2%)iPhone
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Use of iPhone at Mobile sites
• Bango Information:
Across about 10,000 sites, mix of paid and free
iPhone now 0.03% 453rd most popular in March 08
• Admob Information
Across several thousand ad funded sites
iPhone now
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iPhone with Flickr
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Where are iPhones used on web?
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Visibility to Web sites
• March traffic data from adtech
IE 5,6,7 76%Firefox/moz 21%All Safari 1.6% (incl. est 36M mac users + iPhone)Opera (Wii etc.) 1.0%
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Flow into market (ex JPN,KR)
• High end phones all around 5-20M a year- iPhone, N95, Viewty, HTC,Curve, Treo
Strong evidence that iPhone used more for web access
• Mid-market phones total around 400M a year- 8801, N82, etc etc
Surprisingly prevelant use on web
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iPhone for Developers
• 100,000+ SDK downloaded so far (Apple, March 2008)
• 750,000 Android SDK downloads (Google Feb 08)
• 7,500,000 Registered Java Developers (JavaOne 2007)
iTunes store will be distribution channel(but presumably will open up in due course or be hacked)
Handango etc. charge similar 30%
(Sun originally assumed operators would be channels)
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Predictions
• iPhone 3G & 3.5G – increased price (but masked by spread over 24mths)
• Slow opening up of iPhone(Apple likes control)
• 2009 for Nokia / Samsung / LG / Sony better web usability
• Others will be forced to choose direction:
More closed / vertical like Apple/AOL
More open / horizontal like PC/www
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Suggestions
• If you are “market driven”…Measure before acting
• If you want to ride the hype wave:- have a few small changes or a few iPhone pages- get early into apple dev program
• Ride the “backlash” and “fear wave” from Nokia, Google, etc.
• Surf the wave – but don’t get wiped out – there are others…
