the mobile web opportunity
DESCRIPTION
The mobile web is now the main way people access the internet on their phone. This looks at how you can drive traffic to your mobile site.TRANSCRIPT
1
The mobile web opportunity
© 2008 Bango plc
www.bango.com
2
The three daily necessities
• Keys
• Wallet/purse
• Mobile phone
The mobile phone is the most important item to the youth market
3
The mobile opportunity – facts and stats
World-wide• >3 billion phones world-wide*• 25% of users browse the
mobile web*
US• 255.4 million subscribers • 84.06% mobile penetration rate• 40 million browse the mobile
web
2000
1800
1600
1400
1200
1000
800
600
400
200
02000 2001 2002 2003 2004 2005 2006 2007 2008
Mill
ions
of u
sers
The mobile internet
Fixed phone lines
Mobile subscribers
Mobile internet
Fixed internet
Now twice as many people have access to
the internet on their mobilephones than from a PC
Sources: GSM Association, Gartner, Informa Telecoms, Nielson
4
The problems you face…
- No easy call to action
- Country by country
- Diversity of search engines
- Loss of control to
others
- Taxes and e-money regulation
- Settlements, un-payables
- Currency conversions
- SMS Shortcodes
- Payforit compliance
- Operator policies
- User identification
Traffic
Information
Payment
5
2002-2004 It was hard back then!
Difficult instructions for end user
Expensive topromote
Support overhead/small print
Local only
6
2004-2005: Improved “call to action”
midate.wap.com
Web TriggerDirect URL
On your website• Great for high traffic website • User enters phone #• Receives link to mobile site
From print, TV, radio• Simple call to action• User sends text message • Receives link to mobile site
Text “cginfo” to
83200
Simply enter your mobile
number
Txt Trigger(shortcode)
mobile
Welcome back Tiggy-woo
Your datesLatest profilesDating advice
7
2006-07: Advertising and search
Enter your mobile number
Visitmidate.wap.com
Community / Viral
Bar code
Mobileadvertising
Web Sites
Mobilesearch
Direct URL
TV
Push
An web model
8
Content access methods are changing
0
5
10
15
20
25
30
2003 2004 2005 2006 2007 2008
Year
UK
Mob
ile S
ubsc
ribe
rs
(mill
ions
)
AdvertisingSearch Website triggerBookmarkDirect URLSMS Trigger
Sources: MDA, M:Metrics, Bango
Direct to consumer market – access methods 2003-2008
Mobile Search
Mobile Advertising
9
Typical print promotion
• Drive traffic to the mobile shop
• Integrate with news & sport
10
Mobile web promotion
• Use Web Trigger
• Take direct to content or to mobile web home page
11
In pack promotion
• Well targeted• Low cost to distribute• Special offers for
loyal customers• Persistent
12
Promotion through search
13
The Wagon Train
• Just like the 1820’s USA
• Where is California or Oregon?
• You need a guide:Kit Carson or Tom Fitzpatrick
Bango is your guide to the mobile web
14
Bango: your partner in mobile
The total market
On-deckCommercial relationship with each carrier
Direct-to-consumerYou promote and engage
directly with the whole market
Search results
Advertising
15
www.bango.com
Join the discussions on the Bango Forumshttp://forums.bango.com/