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Bebo Mobile

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“If it doesn’t work on a billion phones, don’t bother”

Bebo’s approach to mobile social networking

Jordy Mont-ReynaudLead Mobile Developer, Bebo

Social Networking Conference - July 25, 2007

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What is Bebo?• A social media network which combines community, self-expression

and entertainment

• Launched July 2005

• US, CA, UK, IE, AU & NZ

• HS & College (13-24)

• 55% Female / 45% Male

• 39M reg users worldwide

• 9B+ monthly PVs WW

• US:

• 10M+ reg users

• 3B + PVs/month*

• 3rd Largest SN Site

* Comscore June 07

What is Bebo?

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Bebo US Audience Growth

12,000Number of Daily US Registrations(300,000+ per month)

Total US Pageviews - Comscore

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

Oct-06 Nov-06 Dec-06 Jan-07

Bebo US Audience Growth

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Beboers most Engaged

Comscore June 07

Beboers More Engaged

Bebo users spend more time and view more pages thanMySpace and Facebook in the US

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Be ‘Engaged’ - Users LOVE to Share & Watch

Users love to share and watch

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Mobile as the “7th Mass Media”1

Print Recording Cinema Radio TV Internet Mobile

1. Source: Tomi Ahonenhttp://communities-dominate.blogs.com/brands/2007/02/mobile_the_7th_.html

Mobile as the “7th Mass Media”1

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Mobile as the 7th Mass Media, continued

• first personal mass media• first always-carried media• first always-on media• first media with built-in payment mechanism• first media always present at point of inspiration

• the “massest” media of them all

Mobile compared to other Mass Media

Source: Tomi Ahonenhttp://communities-dominate.blogs.com/brands/2007/02/mobile_the_7th_.html

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The “billion phone” principleNumber of users globally (billions)

0.00

0.50

1.00

1.50

2.00

2.50

3.00

Car

Telepho

ne (f

ixed)

Televis

ion

Credit

card PC

Inte

rnet

Camera

Game

cons

ole iPod

Mob

ile p

hone

“If it doesn’t work on a billion phones, don’t bother”

The “billion phone” principle

Source: Chetan Sharma -http://opengardensblog.futuretext.com/archives/2007/05/chetan_sharma.html

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Technology as a means to an end

Survey: 18,000 “tech-savvy young people”1 can’t be wrong…

“technology isn’t as important as the activities it facilitates: namely communication, social networking, self-expression…”

Source: MTV, Nickelodeon, Microsoft survey 2007: http://tinyurl.com/2jwlsk

BeboCommunication

Social networkingSelf-expression

SMS

J2ME/BREW

MMS

Web WAP“WAP” == “mobile web”

Technology as a means to an end

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Web experience vs mobile experience

MobileWeb Profile comments

Mail

Sayings

BlogsPhotos

Friends

Whiteboards

Music

Video

Widgets

Etc…

Luv

Mo’ Luv

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Market penetration of various technologies

Fun fact! “61% of mobile games played in last month were downloaded”www.telephia.com/documents/TAMUK.pdf

“If it isn’t actually used on a billion phones, don’t bother”

Handset support(SMS, WAP,

download)

90%

Usage(SMS)

60%

Usage(WAP)

20%

Usage(download)

5%

Market penetration of various technologies

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SMS as a “gateway drug”

SMS

WAP

DL

SMS, WAP as gateway to richer experiences

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Technologies: each has its place

Ultimately no platform is “the best”: each serves different use cases

User’s attention span

0s 1m 5m 1h

SMS

WAP

Downloadable client

Technologies: each has its place

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Interoperability essential to adoption

The SMS effect

Usage

$

Walled garden

USAGE!

$$$$$$$$$$$

Interoperability

Interoperability essential to adoption

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Financial reality

…make sure it’s sustainable for the service provider

Use social networking to drive data + msg bundlesGood for user + good for operators + good for SNs

…make sure it’s sustainable for the userNeed to allow people to use social networking on mobile as they as they use it on the web (i.e. unlimited) without bill shock

200 SMS/month/active mobile user X100,000 active mobile users =20,000,000 SMS/month @ 2c per SMS… not sustainable

Financial reality: High usage is inevitable…

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Making it happen

mobilemonday@yahoogroups.comwww.bebo.com/mobilemonday

Making it happen

(logos represent companies presenting at conference)

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Thanks for listening

And stay in touch!

www.bebo.com/jordywww.bebo.com/mobilemonday

Thanks for listening