Defining Value Defining Value

in Mobile Media

Mobile Monday Sydney – September 2008Mac Walker

Success in mobile mediaSuccess in a mobile media service is usually measured

through three factors

1. Uptake

Usage

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2. Usage

3. Revenue

Achieving these success factorsAll three success factors can only be achieved by

understanding and applying…

ValueValue does not mean that this service will

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Value does not mean that this service will increase: uptake, usage and revenue.

Successful services give:

Customer Perceived Value

Value

Defining Value through “give” & “get”Value is the difference between the perception of what customer’s give to get a service, and the benefits of service itself.

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Give Components Get Components

Mobile Media “Give Components”Mobile media user-experience is harder to control than other

media because accessing content is more of a challenge.

ConcentrationGrappling with a user-interface on a tiny

TimeIf users perceive a “task” may take

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WorkLots of clicks between “rewards”

really wears users out

Grappling with a user-interface on a tiny

screen is hard work. Assessing the risks

associated with a new service is also work.

CostsUsers think the web is free, they often

have no idea what mobile media is

costing them

If users perceive a “task” may take

longer than the time they currently have

available, the task will be postponed.

Value

Value in mobile mediaValue is the difference between the user’s perception of what they have to give to get the service, and the benefits of service itself.

Time Media Convergence

Fit with Device

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Work

Concentration

Costs

Give Components Get Components

Rational Response

Emotional Response

Rational Service FeaturesUsers will react (and draw conclusions) to a service

based on a rational assessment of its features

� Interesting features are necessary to get an audience to try a service and more importantly, make it part of their lives.

� Users prefer mobile media that:

has features has usable

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has content of a consistently

high quality & relevance

has features with

attributes that make life either more

fun, or easier

has usable interfacesthat don’t strain the thumbs or the brain

use the features of the user’s

device optimally

work reliably every time, and everywhere

Emotional Service BenefitsThe users act on emotions, augmented service

benefits can add emotional appeal to a solution

The world is currently over supplied and under serviced so sales are driven by augmented benefits.

After quality but before price, customers are emotionally attracted to mobile media that:

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gives userspersonalised

attention

gives userscontrol over

how their

services work

places users at the centre of their social

network

raises users self-esteem,preferably

publicly

has an immediate benefit without requiring undue effort

Mobile Media: Success factors Success depends on the customer’s rational & emotional responses,

filtered through a device, & emeshed within the media landscape

Augmented Service Benefits (emotional factors)

PersonalisationControl Social Networking Self-esteem Immediate Benefit

Service Features (rational factors) Mobile Device (delivery factors)

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Convergence with other

mediaFeatures & Attributes

Content Quality

Usability & Interface

Optimised for target Devices

Service Reliability

Voice Reception & Quality

Display quality & ease of Input

Device Features

Device Appearance

Divergence Vs Convergence

Media ConvergenceIn converged industry companies need a portfolio of channels

Focusers Enablers

TVDigital or Analogue

RadioDigital or Analogue

Smart Phone

Internet

Rea

ch o

r av

aila

bili

ty

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Interactors

Interactive ChoiceBundling

Digital or Analogue

NewsprintTabloid and broadsheet

MagazineConsumer and Trade

Internet

MP3 PlayersMusic or Pod Casting

Interactive TV

WAP Phone

Informer (Mass and Niche)