steve page (fom)
DESCRIPTION
Steve Page's presentation at Future of Mobile FOMTRANSCRIPT
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Mobile Services – WAP & SMS (UK)
Local Search WAP
SMS
‘ ’ ‘Find&Seek’
‘Find&Seek’
WAP
SMS
‘Out&About’
‘Find my Nearest’
WAP
SMS
‘Thomson Local’
‘Store Finder’
WAP ‘RoundTown’
Travel WAP‘ Traffic Near Me’
‘ Driving Directions’
WAP ‘ Traffic & Travel’
WAP ‘ RoadWatch’
i-mode ‘ Routes and Traffic’
Off-Portal Search
WAP API for Orange Search + ‘PleasureFind’
WAP ‘Travel Deals’
WAP ‘Travel Deals’
WAP API for Search
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• Some facts– Operator portals now link to off-portal sites– Search volumes are growing
• Live are Orange/Vodafone/3/T-Mobile
• Total market 25m searches per month
• 13m searches via G, 12m via Y!• Operators have >70% of all searches
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Operator Banner Ads
Text Links Off-Portal
Sponsored
Listing
WAP/WEB backfill
Voda Yahoo! Yahoo! Google Google
O2 4th Screen media
None None
Yahoo announced
None
Orange MSN/
ScreentonicNone Yahoo! Yahoo!
T-Mobile Various None Google Google
3 Yahoo! None Yahoo! Yahoo!
Discovery on UK Mobile Operators
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• Banner ads (Paid option)• Text links (Paid option)• Sponsored WAP listings (Paid option)• WAP discovery (Free option)• WEB discovery (Free option)
Discovery becomes the key
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One day we started bidding on keywords
0
100
200
300
400
500
600
Google Yahoo!
Impressions
Clicks
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Click through depends on ads’ position
On-portal results
Web or WAP results
Sponsored results
Vodafone T-Mobile GoogleOrange
Google Google GoogleYahoo! Yahoo!
Service
Ad provider
Yahoo! oneSearch
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Cinema search selecting Web results Cinema Search selecting WAP results
www.mobile.google.co.uk
Search Results using Google mobile.google.co.uk
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Search Results using Google mobile.google.co.uk
Web results WAP results
Sponsored results show at bottom of page
www.mobile.google.co.uk
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Vodafone Live!On/off portal results . .
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Vodafone Live!wap results Links to: www.mobile.google.co.uk
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Yahoo! oneSearch
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Yahoo! oneSearchAd link at the topNo sponsored listings
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Relative importance and ranking of mobile properties (for an advertiser, in priority order)
Service Web listings
Wap backfill Sponsored
Vodafone 1 8 1
Orange 5 2 1
3 5 N/A 1
Google (mobile) 1 3 8
Google (wap: classic)
1 N/A N/A
T-Mobile (Google) 1 8 5
Google (wap: mobile)
N/A 1 8
Yahoo! oneSearch 1 3 N/A
1 = listings will be seen10 = a lot of clicks needed to find you