Mobile Social Networking

Keys to successful community growthSituation and perspectives from a mobile playerMarcus Ladwig, Co-Founder and COO, peperonity.com

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~1.1 bn PC users on the planet

~3.5 bn mobile phone users

10m unique users monthly in peperonity

+ Huge potential

- How to exploit it?

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Overview

Mobile USP’s and changing environments

Mobile Social Networking goes Web!

How to create customer satisfaction and what it means

Top 5 challenges

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Peperoni – operator of peperonity.com

History

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Founded in 2001

From white labelling to MSN provision

Mobile Internet for everybody!

Now Mobile Web 2.0

Privately funded until today

Difficult mission: mass market vs. niche

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On-Portal: 300K+ reg. usersFully operator integrated

with MMS short code, focuson blogging or site building,

managed service

http://peperonity.comhttp://mywap.o2.co.uk

Welcome to the UK's most popular mobile community currently featuring 188,370 members! o2 customers send pics and vids to 55555 (MMS standard rate)

>> Grab your myWAP shirt

Cool pics

>> Site of the week

>> Most hits

Off-Portal: 2.5M+ reg. usersAll available features in one site,

largest mobile site buildingnetwork in the world, ad financed

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... similar, yet different ...

Web players Mobile playersSituation

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Web players Mobile players

• Free-for-all, partly ad-funded

• Premium service / elements

• Still negative balance sheets

• Free-for-all

• Ad-funded

• Premium service / elements

most services free, now ads some premium, some ad-funded

Business models

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Online vs. mobile

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Online vs. mobile

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Didn‘t get that?

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Online vs. mobile

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Bite out bits and pieces

Be faster

Overtake

Drive mass market adoption

Fly safely

Maintain course

Web playersgoing mobile

Mobile pureplays

making theirway forward

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+

= Converged Social Network

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peperonity.comPage Impressions/month : Unique Visitors/month : Individ. User-Pages : Reg. User/currently :Video downloads daily : Clicks per Visitor :

Mobile Data Traffic :

400 000 00012 000 0006 000 0002 500 000

100 00033

15 TB

Available in 10 languages

Most popular mobile social network in India, Indonesia according to Opera

Reaching 1/5 of the Romanian population

Growing steadily

Fighting web-centricness

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Challenges in a web-centric worldMove fast and win

Big companies never move fast! Don’t copy, innovate!

Know your strengths and weaknesses

Enter partnerships for mutual benefitCreate win-win situations even with competition

Look forward to market consolidation

Creating a hype can be dangerous# Registered users is not the only important metric

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Coming up soon!

New design for Web & WAP!

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Challenges in a web-centric worldA good website helps …

… create an additional audience… build a critical mass in web-centric markets that need both

Going to web means…

… making the most out of the internet capabilities… exploring two different target groups

Having both site types helps …

… users who want to use both… taking converging media into account

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Creating a viral loop…

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user

recommendations

friend friend friend

>= x1.1

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What would I like to be?

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Core USP’s of popular playersFacebook mobile

… stay in touch with my web peer group and their news… have Facebook with me on the go

mocospace

… make friends in web or WAP from the United States… hear the latest gossip, meet artists

peperonity.com

… create a mobile website… make new friends from over the world in web and WAP

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Don‘t copy Facebook, mySpace…

Innovate

Be the best at it

Users will follow if it‘s a need

(And Google will buy you eventually ;-))

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How to monetize?Advertisement

… CPM and CPC advertising, sponsorships… Web and WAP advertising, banners + text

Premium models

… Subscribe at a premium to receive benefits… Exploit the full service potential and obtain support

Merchandise

… Get those cool peperonity shirts… Show others what you’re addicted to in real life

(spread the word)

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PLUS+

PREMIUM MEMBER

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peperonity.com PLUS membershipPricing

… will be fair and transparent… will be just one fee including everything plus PPE

Payment

… will be through phone bill… one-time and monthly

Features

… more space for wapsites… SMS alerts, help support, site insurance …

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PLUS+

PREMIUM MEMBER

1 GB WAPSPACE

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peperonity.com fanshop

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- Already available – publiclaunch: 01-2010

- Featuring hundreds of available products

- All in peperonity CI

- With cool avatars and quotes

http://peperonity.spreadshirt.net

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Creating Customer Satisfaction1. Internationalization and regionalization

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English speaking

Coming soon: Hindi, Turkish, Chinese …

2009-11 lang_en 284.865.560

2009-11 lang_es 23.968.552

2009-11 lang_ro 21.737.197

2009-11 lang_it 15.451.751

2009-11 lang_fr 3.436.724

2009-11 lang_pt 2.041.252

2009-11 lang_de 1.655.055

2009-11 lang_pl 1.223.577

2009-11 lang_el 912.575

2009-11 lang_ru 879.961

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Creating Customer Satisfaction2. Extensive customer support

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• Hand-moderated

• Guidelines developed togetherwith MNO‘s

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• Good ads won‘t annoy• Good ads will benefit your site / portal• Targeting capabilities are much better than online• Address another target audience right where they are

Also...

• Make money from any mobile site• No need for operator involvement• Easy ad setup• Full control over ads placed

your ad here

Creating Customer Satisfaction3. Place relevant ads

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• At least make them feel they have• UGC is about users, not the brand• Content needs to be moderated• Present the good stuff on the front page• Let the community tell you what‘s hot

Plus...

• Listen to users• Learn from them

• Get them• Hold them• Satisfy (screw ☺) them

Creating Customer Satisfaction4. Give customers control over content

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• Make flat rate data plans available and market them• Make API‘s for the USP‘s phones provide (LBS, subscriber ID‘s...)• Overcome economic crisis• Give M(V)NO‘s trust in smaller service providers• Have worldwide billing and identification mechanisms

From a company perspective

• Win-Win-Partnering• Regionalization• Timely introduction of new features• Monetization• Product differentiation

Our top 5 challenges todayFrom a market perspective

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Ad marketplaces• Admob, InMobi

Ad optimizers• Smaato, RingRing …

Agencies• YOC …

Direct campaigns• Nokia, Bob Mobile …

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Room for discussion• What billing method and vendor is the best?• How to find best price point?• Direct campaigns vs. ad network monetization• Single-brand vs. Multi-brand• Global vs. local• How deep is the ocean?

What we also do• Media consulting• Assist web brands with mobilization• Find the best way forward for a strategic project including mobile• White labelling of community products• Peperoni is open for (regional, global) strategic alliances

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Phone +49.2331.484737.50eMail ladwig@peperoni.de

Marcus Ladwig, Co-Founder and COO

Are you ready for the future?