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Sell the Steak, Not the Sizzle: Consumer Mobile Email

Sell the Steak, Not the Sizzle: Consumer Mobile Email. Branko Zatezalo Chief Technology Officer (416) 849-4210 branko.zatezalo@mpathix.com. Presentation Outline. Multimedia, Email and Mobile Messaging Enterprise vs. Consumer Consumer Mobile Email Options Service vs. Mechanism

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Sell the Steak, Not the Sizzle: Consumer Mobile Email

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  1. Sell the Steak, Not the Sizzle: Consumer Mobile Email Branko Zatezalo Chief Technology Officer (416) 849-4210 branko.zatezalo@mpathix.com

  2. Presentation Outline • Multimedia, Email and Mobile Messaging • Enterprise vs. Consumer • Consumer Mobile Email Options • Service vs. Mechanism • The SMS Blueprint • Reaching Consumers with Mobile Email

  3. Multimedia, Email & Mobile Messaging

  4. Multimedia Mobility • Download and sync full songs • Download and watch music videos • Download news, weather, sports, etc. (Video Clips) • Watch Live TV

  5. Email & Mobile Messaging • Currently 3 billion wireless accounts and email accounts combined • No signs of decline • SMS Messages • March 2006 (UK): 3.19 Billion • July to December 2005 (US): 48.7 Billion • 2005 (Asia-Pacific): 540 Billion Digital-Lifestyles.info, plight://digital-lifestyles/display_slippage?section=cm&id=3210 TG Daily, plight://www.tgdaily.com/2006/04/07/cellphone_subscribers/ Portico Research, plight://www.zdnetasia.com/news/communications/0,39044192,39252956,00.htm • Email message predicted at 2.7 trillion world volume in 2007 (approx. 15% increase from 2006) email labs, plight://www.emaillabs.com/resources_statistics.html#emailusage

  6. Signs in Enterprise Markets RIM Q42005 revenues +92% from Q42004 Treo Smartphone Q3 2006 sales +102% from Q32005 • Predicted 100% industry growth per year for the next 3 years Global Information Inc., http://www.gii.co.jp/english/rd32776-e-mail.html • Email and Mobility are not strictly enterprise phenomenons

  7. Consumer Opportunity • 40M N.A. consumers want email on their phones IPSOS Public Affairs • Worldwide mobile email market to be over $1.1 Billion by 2008(Radicati Group)

  8. The Enterprise Model

  9. The Numbers • Only 6 million Enterprise mobile email users IQMetrix • 1% of all mobile users worldwide • How best to capitalize on • this opportunity?

  10. Consumer Deterrents Too expensive! $400 PDA Data charges Too difficult! Choosing device Choosing data plan Configuring settings The options?

  11. Consumer Options

  12. Mobile Email Alternatives • Blackberry/Treo/Pocket PC • Email Client on phone • Browser-Based • Text to Speech • SMS • Email to MMS

  13. Choosing a Model • Emerging market • Any blueprints available?

  14. Service vs. Mechanism • Enterprise users, Mobile Email is an extension of Email • Consumers users, Mobile Email is extension of messaging • The service is the focus, the mechanisms are the alternatives • Where can we look for messaging service takeaways?

  15. The SMS BluePrint • Ease of use and discovery • The price is right • The hardware • Carrier cost

  16. Reaching Consumers • Simple • Convenient • Financially Affordable & Predictable • Device-Embedded • Cost Effective • Easily Integrated

  17. Questions?

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