momotlv israel march 2010 - trixcell - off-deck

Off-deck (D2C) - What is it, and how the hell can you make there money?

By Shlomi Grandes

Who we are • Created a new content category: Mobile phone magic

• Working on-deck and off-deck in about 90 countries

• TV ads in about 20 countries

• Local D2C channels e.g “Cellcast” or “Cellfish” who cater to the French market.

• International D2C channels such as “Jamba” and “B!” that distribute globally

• Independent D2C channel through companies like “Bango” or “mBlox”.The most important aspect of this model is your conversion rate.

Opportunities• The end of the subscriptions era required D2C companies to

understand the new reality and adjust their models accordingly.

• Owners of smartphones consume applications and games more than before, and are willing to pay for it. Consequentially:

• Licensing original quality content from 3rd parties, as opposed to wallpapers, ringtones, etc. that were usually made in-house.

• Quality vs. quantity

• Active marketing vs. passive marketing

• Operator portals have stopped being the destination of choice for consumers.

Opportunity to distributecontent for adults inconservative countries…

ATL activities• TVC

• TVC

• Print

• On-Line banners / Landing pages

TVC Sample (FC) ***

The KSF for producing substantial revenue in D2C channels:

• Entertainment that speaks to a large audience, regardless of gender or age

• Focus on the J2ME platform

• Wide compatibility

• Localization

• A variety of marketing assets