Post on 26-Jun-2015
description
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Bebo Mobile
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“If it doesn’t work on a billion phones, don’t bother”
Bebo’s approach to mobile social networking
Jordy Mont-ReynaudLead Mobile Developer, Bebo
Social Networking Conference - July 25, 2007
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What is Bebo?• A social media network which combines community, self-expression
and entertainment
• Launched July 2005
• US, CA, UK, IE, AU & NZ
• HS & College (13-24)
• 55% Female / 45% Male
• 39M reg users worldwide
• 9B+ monthly PVs WW
• US:
• 10M+ reg users
• 3B + PVs/month*
• 3rd Largest SN Site
* Comscore June 07
What is Bebo?
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Bebo US Audience Growth
12,000Number of Daily US Registrations(300,000+ per month)
Total US Pageviews - Comscore
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
Oct-06 Nov-06 Dec-06 Jan-07
Bebo US Audience Growth
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Beboers most Engaged
Comscore June 07
Beboers More Engaged
Bebo users spend more time and view more pages thanMySpace and Facebook in the US
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Be ‘Engaged’ - Users LOVE to Share & Watch
Users love to share and watch
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Mobile as the “7th Mass Media”1
Print Recording Cinema Radio TV Internet Mobile
1. Source: Tomi Ahonenhttp://communities-dominate.blogs.com/brands/2007/02/mobile_the_7th_.html
Mobile as the “7th Mass Media”1
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Mobile as the 7th Mass Media, continued
• first personal mass media• first always-carried media• first always-on media• first media with built-in payment mechanism• first media always present at point of inspiration
• the “massest” media of them all
Mobile compared to other Mass Media
Source: Tomi Ahonenhttp://communities-dominate.blogs.com/brands/2007/02/mobile_the_7th_.html
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The “billion phone” principleNumber of users globally (billions)
0.00
0.50
1.00
1.50
2.00
2.50
3.00
Car
Telepho
ne (f
ixed)
Televis
ion
Credit
card PC
Inte
rnet
Camera
Game
cons
ole iPod
Mob
ile p
hone
“If it doesn’t work on a billion phones, don’t bother”
The “billion phone” principle
Source: Chetan Sharma -http://opengardensblog.futuretext.com/archives/2007/05/chetan_sharma.html
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Technology as a means to an end
Survey: 18,000 “tech-savvy young people”1 can’t be wrong…
“technology isn’t as important as the activities it facilitates: namely communication, social networking, self-expression…”
Source: MTV, Nickelodeon, Microsoft survey 2007: http://tinyurl.com/2jwlsk
BeboCommunication
Social networkingSelf-expression
SMS
J2ME/BREW
MMS
Web WAP“WAP” == “mobile web”
Technology as a means to an end
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Web experience vs mobile experience
MobileWeb Profile comments
Sayings
BlogsPhotos
Friends
Whiteboards
Music
Video
Widgets
Etc…
Luv
Mo’ Luv
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Market penetration of various technologies
Fun fact! “61% of mobile games played in last month were downloaded”www.telephia.com/documents/TAMUK.pdf
“If it isn’t actually used on a billion phones, don’t bother”
Handset support(SMS, WAP,
download)
90%
Usage(SMS)
60%
Usage(WAP)
20%
Usage(download)
5%
Market penetration of various technologies
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SMS as a “gateway drug”
SMS
WAP
DL
SMS, WAP as gateway to richer experiences
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Technologies: each has its place
Ultimately no platform is “the best”: each serves different use cases
User’s attention span
0s 1m 5m 1h
SMS
WAP
Downloadable client
Technologies: each has its place
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Interoperability essential to adoption
The SMS effect
Usage
$
Walled garden
USAGE!
$$$$$$$$$$$
Interoperability
Interoperability essential to adoption
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Financial reality
…make sure it’s sustainable for the service provider
Use social networking to drive data + msg bundlesGood for user + good for operators + good for SNs
…make sure it’s sustainable for the userNeed to allow people to use social networking on mobile as they as they use it on the web (i.e. unlimited) without bill shock
200 SMS/month/active mobile user X100,000 active mobile users =20,000,000 SMS/month @ 2c per SMS… not sustainable
Financial reality: High usage is inevitable…
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Making it happen
mobilemonday@yahoogroups.comwww.bebo.com/mobilemonday
Making it happen
(logos represent companies presenting at conference)
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Thanks for listening
And stay in touch!
www.bebo.com/jordywww.bebo.com/mobilemonday
Thanks for listening