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Moscow, 21 June 2006

Off Portal Strategy Experiences from Gallery in France. Vincent Roger vroger@mobibase.com. Moscow, 21 June 2006. Mobibase and Off Portal Strategy. A unique Positioning.

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Moscow, 21 June 2006

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  1. Off Portal StrategyExperiences from Gallery in France Vincent Roger vroger@mobibase.com Moscow, 21 June 2006

  2. Mobibase and Off Portal Strategy

  3. A unique Positioning THE REFERENCE PLATFORM OF VISUAL CONTENT AND SERVICESDEDICATED TO MOBILE BUSINESSES- Area of Expertise : Visual Content for mobile i.e. still, animated, flash, themes, video and video tones, TV- One of the largest wireless Visual Content catalogue = 50.000 contents from 400 rights owners from 35 countries - 280 direct clients -operators, handset manufacturers, ISPs, mobile publishers, medias- in 52 countries. - +90 Wap, imode & 3G services launched in Europe and Asia

  4. 2004 2005 2006 2006 2003 2005 Offer Deployment Strategy Offer 2006 Mobile TV Solution Enabler BtoBtoC 5 Business Lines: Agency Business Publishing Business Enabler Business Mobile Marketing Business Mobile TV Solution Mobile Marketing BtoBtoC Agency BtoB Publishing BtoC Content Licensing ~ 90 Wap services 80% Off Portal Production

  5. Service Portfolio Mobile TV 3G video Services Wap/imode Still images Publishing Business 2004 2006 2005

  6. Off Portal Case Study : in France

  7. Mobile Market in France 78% Mobile Penetration in France Multimedia penetration in France (end 2005) 30% 65% Share of color screens 50% Share of JAVA enable handsets Data end of 2005

  8. Off Portal/On Portal : how different? On Portal Off Portal A general wap offer to discover wap Services and content under carriers’ brand • Direct Access to : • a full range of publisher services • - under their own brands Two different and complementary approaches

  9. Regulated off portals: general principals Is a « Space » Dedicated to service publishers Open spaces for all service publishers launching and managing services under their own brands Accessible from all national carriers The market can be adressed by all, communication is simplified for service publishers. Regulated by rules A common association is built by the 3 carriers (Gallery). Charters for behaviours and communication are edited by the associations. Allowing to generate revenues The mobile carrier bills the user on the phone bill and pay back about 70% to the service publisher.

  10. : Key Figures 635 services live on Gallery end of Dec 2005 Buying acts in 2005 (+60% vs 2004) 7M 1/3 Visitor buys on Gallery 3,1 Buying acts per Gallery user every month 2,23 € Average amount spent per buying act

  11. Main Off Portal Usages 1/2 Download Services Information services Communication Services • Handset Personalisation (logo / ringtones) • games • Videos • On Demand Information • Information • Alert information • Vote / Polls • Chat • IM / Blog

  12. Main Off Portal Usages 2/2 Entertainment Services Adult Services Mobile Marketing • Jokes • Quizz • Streaming service • General Public services • +18 (age control) services • Prospection • Customer loyalty • Order follow up

  13. The Main Gallery Business Models (1/3): Buy one piece Adapted for Download services

  14. The Main Gallery Business Models (2/3): Buy Package Adapted for communication services

  15. The Main Gallery Business Models (3/3): Buy Unlimited // Adapted for Information services

  16. Off Portal Access & Carrier commitments 35% Search Engine / Advertising Links 30130 10% 15% • Free SMS short codes provided by carriers • Key word sent by SMS tp 30130 • The end user is re-directed by the carrier to the off portal. 29% 11% Home Page Gallery Premium SMS Usage remains a key to off portal services access • Premium SMS • The Publisher drives the end user to the Off Portal

  17. Off Portal Strategy

  18. Music Content Visual Content Technical Evolution impacts onOff portal strategy Mobile TV Mobile Marketing FlaMelo Themes 3G/Video Streaming Video Download Gif Animations Flash Lite Color Logos B&W Logos Full Tracks Video Ringtones True Tones Mono/ Polyphonic 2003 2004 2005 2006

  19. 4 Key Success Factors for Off Portal Services Adequation of the service, the price and the end user needs Communication on the service Quality of the service (avaibility, ergonomy, updates...) Customer Loyalty of end users

  20. Off Portal Service Deployment strategy Discover Multiply Specify Deepen Widen Sharpen Single service experience Niche service experience Value Added & branded service experience Innovation oriented service experience Community service experience Brand Building experience 2004 2006 2005

  21. Thank you!Vincent Rogervroger@mobibase.comRussia ManagerAnastassia Pernetteapernette@mobibase.com

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