An introduction to mobile web monetisation

1. Introduction to mobile web strategies Ric Ferraro April 2010 Photo rights reserved ©2009 Rixtphotography www.rixtphotography.com Photo Credit: www.rixtphotography.com

3. Co-founder GeoMe, LBS mobile app provider

4. Official blogger for MobileMonday, W3C Mobile Web Initiative and LeWeb

6. tomorrow....?

7. in web 2.0 the users are in control...

8. and as mobile consumers they want choice...

9. ...mobile apps give consumers that choice!

10. 8 So who are the Key Stakeholders? = = ©Ric Ferraro 2010 All Rights Reserved

11. App Distribution Strategies ©Ric Ferraro 2010 All Rights Reserved From ‘Location Based Services’ by R Ferraro and M Aktihanoglu, 2010 From ‘Location Based Services’ by R Ferraro and M Aktihanoglu, 2010

13. In-app charging

14. ‘Real Estate’ charging

15. Mobile Advertising

16. Licensing

17. White Labelling©From ‘Location Based Services’ by R Ferraro and M Aktihanoglu, 2010

18. Monetisation Strategies The Freemium Model = Free today but pay tomorrow = Basic free but pay for advanced features = Discriminatory free : consumers get it free, businesses pay

19. Mobile Advertising –Click Charging Click to call (users place an outgoing call to the content provider or advertiser) Click to locate (users find, for example, the closest car dealer or movie theatre, enabled by location-based services) Click to order brochure (users receive marketing materials by supplying their postal addresses) Click to enter competition (users enter text or sweepstake to win prizes) Click to receive email (users receive an email and a link to online site by supplying their email address) Click to receive mobile coupon (users receive an electronic coupon on their mobile phone that can be redeemed immediately at a participating merchant) Click to buy (users make a purchase paid for with a credit card, added to their monthly mobile bill or using some other form of mobile payment) Click to download content (users download content, including logos, wallpapers or ring tones, onto their mobile phones) Click to enter branded Mobile Web site (users click a banner to get connected to standing or campaign-specific Mobile Web site) Click to forward content (users forward relevant content to friends, creating a viral campaign effect) Click to video (users click a banner to view an advertiser’s commercial for a product or service) Click to vote (users reply message ballot or poll from their mobile phone and provide marketers and brands with valuable research insights) Source: Mobile Marketing Association

20. Charging must align to the value proposition ©Ric Ferraro 2010 All Rights Reserved From ‘Location Based Services’ by R Ferraro and M Aktihanoglu, 2010

21. Finding your niche: the long tail

23. A combination of eBay and Location-based services

25. RicFerraro (info@mobverge.com) Follow me at: twitter.com/ricferraro Mobile Blog: www.mobverge.blogspot.com Location Based Services by R Ferraro & M Aktihanoglu Available from Manning Publications in 2010