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Copyright © Acision 2007. All rights reserved.
Mobile Messaging& Mobile Internet
Mobile Monday Kiev, 16 July 2007
Sirous KavehercyMarket Development DirectorEurope, Russia and Africa
Copyright © 2007 Acision. All rights reserved.
1964
1969
2002
June 2007
Copyright © 2007 Acision. All rights reserved.
The Experts in Mobile Data Services
• Text Messaging• Multimedia Messaging• Converged IP Messaging (IMS)• Mobile Internet• Mobile Advertising
Copyright © 2007 Acision. All rights reserved.
Our Track Record
• First Commercial SMS Message (1993)• First Interactive Television Show Using SMS (2000)• First Commercial MMS Message (2001)• First 3G IP-based Messaging Solution (2002)• First I-Mode gateway outside Japan (2003)• First Commercial 3G VideoMail Service (2003)• First Real Time Subs Behavioral Analysis Solution (2007)
Copyright © 2007 Acision. All rights reserved.
Welcome To The World Of Fast Moving Consumer Goods
Copyright © 2007 Acision. All rights reserved.
The New Operator: Consumer Centric
2nd Wave(2G)
MobileServices
2nd
MobileServices
Copyright © 2007 Acision. All rights reserved.
What Is The Biggest Brand In The World?
Copyright © 2007 Acision. All rights reserved.
Copyright © 2007 Acision. All rights reserved.
• 1 + 1 = 3.0Positioning Mobile Instant Messaging -Relative To SMS And Internet IM
• Mobilizing The InternetControl The New Mobile Internet Experience - Speed, Optimisation And Customer Insight
Copyright © 2007 Acision. All rights reserved.
Power Play - It's All About Perception
Copyright © 2007 Acision. All rights reserved.
Public And Community Messaging
Public Messaging Community messaging
STANDARDISEDSTANDARDISED
FOR ANYONEFOR ANYONE
TEXT ONLYTEXT ONLY
INBOX BASEDINBOX BASED
MOBILEMOBILE
REGULATEDREGULATED
++
++
++
++
++
==REACHREACH
PROPRIETARYPROPRIETARY
FOR ONLINE MEMBERSFOR ONLINE MEMBERS
RICH MEDIARICH MEDIA
CONVERSATIONALCONVERSATIONAL
PCPC
FRAGMENTEDFRAGMENTED
++
++
++
++
++
==RELEVANCERELEVANCESMSSMS
Copyright © 2007 Acision. All rights reserved.
community messaging
RICH, INTERACTIVEONLINE MEMBERS ONLY
ADVERTISER PAYSCOMMUNITY BRAND
public messaging
SIMPLEANYONE HAS IT
SENDING PARTY PAYSOPERATOR BRAND
Movements In Public And Community Messaging
SMSSMS
GROW REVENUESGROW REVENUESBY BY REACH REACH
PROTECT REVENUESPROTECT REVENUESBY BY RELEVANCE RELEVANCE
Copyright © 2007 Acision. All rights reserved.
The New Market Trend: SMS 2.0
TITIMM
TMTMNN
TelefónicTelefónicaa
T-T-MobileMobile
Copyright © 2007 Acision. All rights reserved.
Web 2.0 ingredients(Arthur D Little, 2007)
SimplicitySimplicityCredibilityCredibilityNetwork/ ConnectivityNetwork/ ConnectivityConvenienceConvenienceInteroperabilityInteroperabilityPersonalisationPersonalisation"Long tail""Long tail"InteractionInteractionMultiple device accessMultiple device accessRich contentRich contentRich user experienceRich user experience
Fundamentals Of A Successful Mass Communication Service
SMS SMS 2.0 "SMS 3.0"
Copyright © 2007 Acision. All rights reserved.
Demo Intuitive Messaging
Copyright © 2007 Acision. All rights reserved.
Mobilizing The Internet
Copyright © 2007 Acision. All rights reserved.
5 Year ARPU Forecast For Data Services
Source: Analysis Consultancy & Research
Browsing
0
0,5
1
1,5
2
2,5
2006 2007 2008 2009 2010 2011
Years
UKFRGESPITNORSWEFIN
Paid Information
0
0,20,4
0,6
0,8
11,2
1,4
1,6
2006 2007 2008 2009 2010 2011
Years
UKFRGESPITNORSWEFIN
Video Services
0
0,5
1
1,5
2
2,5
3
2006 2007 2008 2009 2010 2011
Years
UKFRGESPITNORSWEFIN
E-Tainment
00,5
11,5
22,5
33,5
44,5
5
2006 2007 2008 2009 2010 2011
Years
UKFRGESPITNORSWEFIN
Copyright © 2007 Acision. All rights reserved.
Market Trends : Users
Recent Studies80% Of 18-24 Year Olds Abandon Downloads If Content Is Not Received In 10 Sec
Nielson-norman Group: Users Attention Span Limited To 30 Seconds
Maximum Number Of Clicks To Get Value: 6
Copyright © 2007 Acision. All rights reserved.
User Experience Aspects…
• Browsing Speed“It takes too long and it takes too many clicks to get there!”
• Pictures And Content Does Not Fit“Webpage is too large for my display and pictures are left out!”
• Make Services Easy To Discover“It’s difficult to find the service I am looking for!”
• Navigation “The menus are not intuitive!”
Good! Acceptable Disappointing
0 5 10 15 20 25
Copyright © 2007 Acision. All rights reserved.
Towards Mass Market PenetrationOf Mobile Internet
Flat Rate Data Access• Drive Penetration
Internet Brands Going Mobile• Google, Live, Ebay, Youtube
Web 2.0• Interactivity, UGC, Communities
? Control Bandwidth And Avoid Over Use Of Scarce Bandwidth
? Add Value In Open Internet
? Build And Maintain A Loyal Customer Base
? Create Up Sell Opportunities In Mobile Internet
Copyright © 2007 Acision. All rights reserved.
Mobilizing The Internet
• Optimise – User Experience
• Control– Browsing & Access
• Enable – Communities
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Demo Browsing
Copyright © 2007 Acision. All rights reserved.
Sirous KavehercyMarket Development DirectorEurope, Russia & Africa-------------------------------------------Acision. Innovation. Assured.www.acision.comMerweplein 5 3432 GN Nieuwegein P.O. Box 261 3430 AG Nieuwegein The NetherlandsT: +31 30 210 4581M: +31 65252 6222E: [email protected]
