IIR - Mobile Content and Services
Identifying and overcoming the
technical and business challenges for
deploying mobile Internet
Datum
Name, Funktion
Berlin, 26 June 2007
Agenda
»
Short Portrait of namics & Person»
Drivers & Hurdles»
Customer Needs & Internet Usage»
Mobile Operator and the Internet»
Revenue Drivers – with Example of Mobile Advertisingnamics Key Data.
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Leading Swiss internet agency with strong presence in theGerman market.
»
Focus–
Strategic Internet consulting–
Design and implementation of user-centered, efficient and compelling internet applications–
Marketing and launch support of online activities–
Standards based approach, pragmatic realization»
Facts and figures–
founded 1995 as a spin-off of the University of St. Gallen–
200 employees, revenue 2006 CHF 26.3 mio.–
Locations: Bern, Frankfurt, Hamburg, Munich, St. Gallen, Zug, Zurich–
90% PubliGroupe SA,One Team, one Single Point of Contact.
»
Organization: stable, interdisciplinary teams focused onlong-term customer relations
Æ Long term customer benefit: 65% of our annual revenue are generated from customer relations that last longer
Project Management Strategy Concept Processes Info-Architecture Creation Usability E-Marketing Interactivity Architecture Concept Implementation Operations
Know-how by Industry Segments: An Overview of
our Swiss Customers.
Know-How by Industry Segments: An Overview of
our German Customers.
Partnerships: Certified Staff and Solutions.
- Microsoft Certified Partner - IBM Business Partner - DAY Premier Partner - Opentext Affinity Partner - Interwoven Ultrateam Partner - RedDot Solution Partner - Infopark Partner
- Scholl Weblication Partner - Hybris Advanced Partner - melin Full Service Partner - Google Enterprise
Professional Partner - TYPO3 Partner - Eurospider Partner
- Watchfire Technology Partner - WebSideStory Alliance Partner - aspectra Hosting Partner - contentXXL Solution Partner - FileNet ValueNet Partner - Uni St. Gallen, Partner
My person
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Senior Consultant & Deputy Business Unit Manager»
10 Years experience with media in the Internet»
8 Years experience in the field of mobile services»
4 Years at sunrise (TDC Switzerland) in productdevelopment and strategy in the mobile division
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7 Years ago building up Jippii Switzerland (MobileChallenge: Broad Device Base
Tablet PC
Connected
devices PMA PDA
PDA phones High-End smart phones Mass market smart phones Mass market phones WLAN (nomadic)
Rogers: Adoption of Innovation (3G devices)
….
Innovators 2.5% Early Adopters 13.5% 34% 34% 16% Laggards Late majority Early majorityExample: Mobile Internet (Banking)
Optimized HTML Version (Quotes) Not optimized Opera Mini 3.0 HTML Version (www.ubs.com)Open Darwin (Nokia S60 3rd Edition Browser)
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HTML 4.01, XHTML 1.0, CSS 1, 2, 3 (partially), DOM 1,2, SVG-Tiny
Mobile Internet Design
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Mobile Internet design–
Integration other systems (CMS, DMS)–
Common Look & Feel / URL–
Different display and interaction possibilitiesNokia Series 40 2nd Edition (Nokia 6230) Nokia Series 60 2nd Edition (Nokia 6680) Nokia Series 60 3nd Edition
(Nokia N70, Opera Mini)
Windows / Palm / Black Berry XHTML: Text Picture Vertical lists XHTML: Text Picture Vertical lists HTML (Mobile version): All Web technologies
Less content then desktop
Simpler navigation
Larger presentation of site elements
Escape to desktop
HTML (Mobile version): All Web technologies
Less content then desktop
Navigation vertical (tab navigation)
namics Mobile Portal Solution
http://http://lab.namics.com/mobileasp/
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Multi browser support (6778User Agents)
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CMS integration (intoAuthoring tools)
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Personalisation (MSISDN,URL Concept
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Desktop URL:http://www.gkb.ch/internet/home.nsf/PageID/news
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Mobile URL: http://mobile.gkb.ch/news»
Why?–
History / Bookmarks–
Have to be logical–
SEO: Should not use a lot of spacehttp://mobile.gkb.ch/news http://mobile.gkb.ch/news http://mobile.gkb.ch/news
Example Project: Wire Frames
1.Level 2.Level Content Search
D/F/I Hilfe / Kontakt
Bank Börse News
History > News 1 > News 2 > News 3
Bank: Kontakt, Karten, News, Standort, … Börse: Login, News, News, …
Tools & Info: Währung, Konditionen, …
D/F/I Hilfe / Kontakt
Home / Bank / Kontakt Suche: go Suche: go
D/F/I Hilfe / Kontakt
Home / Bank / Kontakt Suche: go
D/F/I Hilfe / Kontakt
Home / Bank / Kontakt Suche: go
Bank Börse News Bank Börse News Bank Börse News News Standorte > Chur > Davos > Engadin […] […] > News 1 > News 2 > News 3 […] > Kontakt > Karten News Titel
Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, ….
> Link 1 > Link 2 > Link 3
Weiterführende Links:
Example Project: Mock-ups > Final Designs
Ihre GKB
• GKB in Zahlen • Bankverbindung
• Standort (nicht in Version 1.0) • Contact Center
• Call Center e-banking • Rechtliche Hinweise Währungen • Währungsrechner • Noten / Devisenkurse Karten • Kartensperre • Sicherheitstipps Börse • Rolotec EUR USD JPY GBP DKK NOK SEK 1.6320 1.6820 1.1905 1.2705 0.9725 1.0525
ISO Ankauf Verkauf Notenkurse
alle Kurse bis zum gegenwert von ca. CHF 2‘000. Sie können von den am Bankschalter angebotenen Kursen abweichen. Es gelten beim Abschluss...
Notenkurse
Help | Kontakt | Rechtliche Hinweise
Technical challenges
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Testing, Testing, Testing …»
Limited technical information (about problems)»
Multiple Templates vs. one customer view»
Wide technical standard base–
Old standards: SMS, MMS–
New standards: Parlay, SIP–
Client side: J2ME, FlashLite, XHTML, HTML, CSS, AJAX»
User adoption (promotion, Google)»
No i-mode approach (technologies are not matchingOpera Mini
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16 mio. downloadsWidsets – Mobile Web 2.0
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1 mio. usersmtld.mobi / BMW.mobi (Alexa)
Google Mobile BMW Websites
Yahoo Go! – Mobile Web 2.0
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Based on technologies like–
Internet (Browsing) – XHTML – HTML – AJAX–
Applications – Java (J2ME) – Symbian – FlashLite–
Messaging – SIP – E-Mail–
J2ME Downloads: – 400’000Evolution of Mobile Services
Mobile Internet 1 Mobile Internet 2 Mobile Internet 3 Services: Entertainment services SMS Text News SMS Chats Services: Entertainment services SMS/MMS (News/Chat) News (Text browsing)
Services:
Conventional Internet services (Banking)
Entertainment services
News / info / search
Cross media services
1999 - 2002 2003 - 2005 2006 - 2008 10% 20% 30% Reach Time
Traditional Mobile Operator Model
Advertising / Banners
External partner Selling ad space
Traffic / free services
Internal services Driving usage Own infrastructure
Traffic / support
Own services
e-Service, Up-Selling, Info Own infrastructure
Affiliates / Partners
Partner & own platform Driving revenue, attract target group, shop
Content- & platform partner
Advertising / Banners
External promotions Every day specials Internal promotions
Internet Services = Mobile Services?
Internet services Mobile Services Mobile browser E.g. Opera Mini Scale Usage baseMobile Operators and the Internet
Content Producer (Licence) Content Platform (Hosting, Delivery) Customer (Handset, User Interface) Product Information E-Service Free Service Billing Authentication Location Internet Services Entertainment Advertising Access Messaging Bundling Network (Delivery, Billing) Distribution (Mobile Portal, phy. shops, eShop) Mobile Portal In-sourced Out-sourced In-sourced Out-sourced In-sourced Out-sourced Partner In-sourced PartnerRevenue Drivers – with Example of Mobile
Advertising
What Drives the Disruption?
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Not the question: What service will users use!»
More: What are users using today!OR
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Internet users: 1‘200 mio.»
Google: up to 90 % market share»
Skype: 200 mio. users»
Mobile phones: 2‘900 mio.»
UMTS users: 100 mio.What drives the Mobile Internet Business
Mobile Operators Internet Players
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Revenue: Mass –Advertising/Affiliates
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Business Model: Scale,explore niches, innovation
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Innovation: driven bycompetition and user demand
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Revenue: ARPU»
Business model: Retentiongives more voice / SMS
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Innovation: driven byWhere is the Revenue – 2 Possibilities
Yahoo! Mobile Search
„Mobile Advertising“ mentioned in Blogs
Mobile ads = Mobile Search
Google Search Nokia Search Local.ch Search
New Mobile Search (e.g. Google)
www.google.ch/xhtml Conversion Mobile search Keyword input ´namics´ 2nd: Japanese examples Google XHTML SitemapMobile Ad (Banner pull Example)
Inter. campaign
SMS altert Test drive
SMS altert Mobile content
Landing page Entering Portal
Security
Threats: Virus, Malware, Trojan
Number of mobile virus families: 35 (+13), up 37%
Number of variants and modifications: 186 (+80), up 45%
Increase virus families Increase mobile virus variants
