andrew perlman's presentation at ecomm 2008
Post on 04-Jun-2015
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How Social Networking Migrates to Mobile
All rights reserved. Copyright © 2006 Vringo Inc. This file may not be redistributed without prior written permission
Andrew PerlmanSVP Content and Community
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What is Vringo?
• Vringo allows you to take any content from anywhere to be your video ringtone: Avatars from the web, slide shows or choose from our library of premium content or subscribe to channels
• When 2 people have Vringo they can choose the video that appears on their friend’s phone when they call
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Vringo is Viral
• Users can invite friends directly from their contact list
-
Client >> Client
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See Buddy Vringos View and Send new Vringos to each other.
Client >> Client
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Vringo lets you take your web identity and content with you
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What is today’s mobile social networking experience?
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Mobile experiences limited by mobile ecosystem
• Mobile Phone is the most personal device a person has
• Less than 30% of U.S. mobile users have used internet services on their mobile device
• 3G mobile devices are still equivalent to a mobile 1.0 internet experience:– Even the state of the art iPhone is only a 2.5G device– 3G devices like Blackberry, Nokia Symbian offer limited
screen space and interaction with websites and limited compatibility
• Multiple operating systems and overlays: Java, Symbian, Windows Mobile, BREW, Flash, Apple
*Nielson “46 Million Mobile Data Users Used Mobile Search Functions in Q3 2007, According to Nielsen” 1/16/08
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What is a Personal Content Experience on Web vs. Mobile
Rich media Videos Avatars Animation Photos
Socially networked and shared
Easy access to limitless content
User-generated content dominates
Vibrant and growing market
Content on the web
Primarily audio
Exists in my phone only, can’t be
shared Content discovery is cumbersome
UGC plays only a small part, growing
Stagnant market
Content on the mobile
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What is this about?
• Personal Content Experience
• Status– Pimpin’ my page– Sharing what, who I am
with my friends– How cool am I?
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Personalization in the real world
• Shoes
• Licenses
• Tattoos
• Clothing
• Mugs
• Stationary
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Rich Personalization environment in Web 2.0
• “A web site is your personality in pixels”Efuse
• All forms of digital media are about personalization
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Pimping your phone is not the same as pimpin’ yourself…?
• "The mobile is an extension of your personality. If you're using a good phone, you are projecting to your peer group that you are doing well in life,"
VineetTaneja, Director Multimedia, Nokia India
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Ringtone Mania—personalization goldmine
• $6 Billion in 2007 revenues– Akon sells 11+ Million ringtones, Crazy Frog Craze– You're not buying a ring tone to enjoy Christina Aguilera. You're
buying it to tell everyone else who you are. — DARIO BETTI, Ovum analyst
– Are multi-platform personalization services next?– More and more about sharing - Zouza
• How do we merge this kind of personalization that is happening in the social web?
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How do we make the mobile experience as rich as the web?• Work the system
– Circumvent carrier infrastructure making costs palatable and ap available
• Facebook-Blackberry Client• Mig-33• Twitter
• Leverage handset makers for tech help and distribution
• Forum Nokia• Nokia Content Discoverer,
Mosh
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Vringo Goes Facebook
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What’s the Business?
• Paying a price of admission does not work– Being viral is key, a price of admission
challenges this
• Don’t count on mobile’s built in payment – Carrier shares high– Consumers reluctant to pay for anything other
than premium content• Conclusion:
– Ad funded models– Selling additional premium services
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In Conclusion
• I:– Facebook + Vringo = I am (and its all free)
An eComm 2008 presentation –
http://eCommMedia.com for more
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