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Mobile Web in a TV World
Engaging Users on the Third Screen
Stephen Strubel, October 2009
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Who is SevenOne Intermedia?
56,7
6,0
n 100% subsidiary of ProSiebenSat.1 Media AG
n Multimedia service provider for the P7S1 Group
n Online, mobile, teletext and games activities
n 12 online sites with more than 30 million unique
users*
n Mobile business: Mobile TV, VoD, Mobile Web,
Mobile Access, Mobile Content…
* AGOF internet facts 2009-II
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Our Mobile Web and Applications Portfolio
5 Apps 14 Mobile Websites
20+ Mio. Page Impressions / month
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How do we make money with the Mobile Web?
1.
2.
3.
Build a Mobile Web service
Drive traffic to the site
Sell advertising
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Know your user and tailor your product to their behaviour
„Any mobile web strategy must begin with an understanding of the target audience and what they want from a site… “ - Cameron Moll
n 66% male, 44% between 20-29
n 33% own Sony Ericsson phones, mostly post-paid
n 32% use the Mobile Internet several times a day
n are interested in information about ProSieben shows as well
as VIP, Entertainment and Movie news.
ProSieben Mobile users…
* SevenOne Media, Online Survey, March 2009, n=969
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Create added value
Captures social context
Always with you
Always on
Various sensors
Location capability
Personal
Always connected
Built-in payment channel
Always present at pointof creative impulse
Accurate audience info
Access contentanywhere and anytime
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Example: Lokalisten Mobile
n Send and receive messages from your
friends while you are on the go
n Take photos with your phone and share
them with others
n Check out what your friends are doing
n View a map with the location of your friends
n Receive notifications about new messages
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Think about seamless multi-channel user experience
* Paul Golding, „Going Mobile in a Mobile 2.0 World“, Dec 2008
n Make all content available to all
channels
n Utilise cross-channel
personalisation
n Socially-enable everything
n Make seamless for users, but
also developers, partners and
advertisers.
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Mobile App vs. Mobile Web
Mobile WebApp
n More convenient
n Better user experience (faster… )
n Higher usage
n Access to device features
n Access to local memory/cache
n …
n No need to download/install
n Works on all devices with browser.
n Easier to develop. Cheaper to maintain
n Higher penetration / more unique users
n Higher CTR for advertisers
n …
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ran goes Mobile
Mobile Web iPhone Android Palm Pre
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How to drive traffic to the Mobile Website?
TV Mobile OnlineOperator
PortalSearch Print
VideoPodcast
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Summary
n Understand your target audience and what they want from your site
n Focus on user experience and to create added value.
n Provide a seamless multi-channel user experience.
n Don‘t abandon the Mobile Web in favour of applications
n Use all possible means to market your Mobile Website.
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Stephen StrubelSenior Manager Mobile Services
SevenOne Intermedia GmbHEin Unternehmen der ProSiebenSat.1 Media AG
Medienallee 6D-85774 UnterföhringTel. +49 [89] 9507-8981Fax +49 [89] 9507-98981
