What next for mobile local search?
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CONFIDENTIAL PRESENTATION MOBILE PEOPLE © 2009MOBILE PEOPLE © 2009
MOBILE LOCAL SEARCH
WITHIN MOBILE LOCAL, ROLES & OPPORTUNITIES 29. APRIL 2009
MARTIN WILSON, SVP BUSINESS DEVELOPMENT
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ABOUT MOBILE PEOPLE
mobilePeople is a global leader in mobile application development and local mobile search and advertising solutions
• Investor: Via Venture Partners (VC)
• Locations: Headquarter in Copenhagen (DK), Branch offices in Denver (US) and London (UK)
• Employees: 50+ people
• Board: representatives from VC, Advertising Agency, Telecoms
MOBILE PEOPLE © 2009
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What we do• Develop and operate mobile applications and
services for the world’s leading directory publishers and media owners
Core products: Mobile Local Search and Advertising solutions
Services: Live in 12 markets
Customers include:
• Operate Advertising Network and Sales operation in Nordic Region
MOBILE PEOPLE © 2009
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CONFIDENTIAL PRESENTATION MOBILE PEOPLE © 2009MOBILE PEOPLE © 2009
SEARCH is a myth in
mobile terms
Mobile is about FIND
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Reality
Reality of ‘mobile’
• device is very personal
• communication medium
• lifestyle orientated
• user is paying (or perceives to be)
• no-one ever reads a manual
• device is generally difficult to use (relatively poor interface)
Consumers when ‘mobile’
• typically want something
• immediacy is often critical
• patience and tolerance is far less
• relevance is key
• pulling information is not an issue
• actionable is a pre-requisite
MOBILE PEOPLE © 2009
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Application ecologyMobile eco system drive towards mass adoption
1st tier - social & community tools(lifestyle choice)2nd tier - functional tools
(lifestyle supportive)
3rd tier - information tools(24hr’ism & personal)
MOBILE PEOPLE © 2009
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SOCIAL / SEARCH SERVICES (new one´s coming every day)
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24hr snap shotTime 6am -9am 9am-12pm 12pm-3pm 3pm-6pm 6pm-9pm 9pm-12am 12am-3am 3am-6am
Top 5 TaxiPubDoctorDentistHotel
DoctorHairdresserTaxiDentistGarage
PubRestaurantHairdresserTaxiHotel
PubRestaurantTaxiHotelHairdresser
RestaurantChineseTakeawayTaxiPub
TaxiTakeawayChineseRestaurantPub
TaxiTakeawayPizzaPubHotel
TaxiPubTakeawayPizzaHotel
New in top 5
DoctorDentist
HairdresserGarage
PubRestaurant
- ChineseTakeaway
- PizzaHotel
-
New in top 20
Vet, Tyres, Cafe, Cinema, Post office, School, Pharmacies, Florists, Garage
Estate agentsBeauty salonPlumber
Pet shopFancy dressOpticians
Chinese IndianPublic housePoliceB&BChip shopFish and
chips
Night club & bars
MassageKebab
SexFast foodPetrol
stationPlumbersEscort
Out of top 20
Sex, Fast food, Petrol station, Night clubs, Plumbers, Massage, Escort, Police, Pizza, Take-away
Pharmacies PlumbersBeauty salonVet
Opticians SchoolEstate
agentsFancy dressPost officeBank Pet shop
Fish and chips
Chip shop
Public houseB&B
KebabIndianCinemaChinese
Behaviour keywords
HEALTH ISSUENEED HOTELGET A TAXI
HEALTH ISSUETHE CARBEAUTYGET A TAXI
DRINK & FOODBEAUTYNEED HOTELGET A TAXI
DRINK & FOODBEAUTYNEED HOTELGET A TAXI
DRINK & FOODGET A TAXI
DRINK & FOODGET A TAXI
DRINK & FOODSEXNEED HOTELGET A TAXI
DRINK & FOODSEXNEED HOTELGET A TAXI
The story People wake up and find out that they need medical support.They take a taxi .
Realise that the car is broken, starting to feel better. Get looking good for tonight.
Start planning the night; where can I watch the sport, and must book restaurant.
Plan the night,
From practical mode to enjoy mode
Enjoy mode with less fish and chips
Should think about getting home.Sexual need
Now really do need to get home.Sexual need. Need petrol and plumber
MOBILE PEOPLE © 2009
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Service ecologyMOBILE PEOPLE © 2009
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Opportunity• Focus on the ‘mobile’ user and the occasion
• Bring together fragmented content and services
• Use established channels to support distribution & discovery
• Align and optimise the marketing inventory
• Leverage existing sales channels to deliver value
MOBILE PEOPLE © 2009
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Creating an Event or ActivityEvents will be packaged around:
• Time - week, weekend, day, night...
• Location - country, region, city, town...
• Activity- sports, concert, festival, exhibition, eating out...
Easter
Stratford upon Avon
Mother’s day
Friday Night
Bath
V festival
Valentines day
British Grandprix
World cup 2010
Wimbledon St Patrick’s day
MOBILE PEOPLE © 2009
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PRESENTATION MOBILE PEOPLE © 2009
PlatformDevice manufacturers Service developers
Inventory/RevenueBrands (agencies) SME (Directory Publishers)
End-user
MOBILE PEOPLE © 2009
Key players
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Delivering revenue from mobile
Advertising spend€000s
Customer volumes000s
Search EngineStrong hold
Directory ProviderStrong hold
Large brandadvertisers
Mid-tier brand/MEadvertisers
Local/SMBadvertisers
MOBILE PEOPLE © 2009
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How do we know?
Profiles Inventory
liquidTM mobile platform
PlatformSales Distribution
Partner content
mP sourced content
Sold inventory
Directdistribution
In-direct distribution
MOBILE PEOPLE © 2009
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CONFIDENTIAL PRESENTATION MOBILE PEOPLE © 2009MOBILE PEOPLE © 2009
MOBILE =
COMMUNICATION & SOCIAL
Both natural parts of our life
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CONFIDENTIAL PRESENTATION MOBILE PEOPLE © 2009MOBILE PEOPLE © 2009
USAGE =
ATTRACTIVE, FUNCTIONAL & EASY TO
USE
Services have to offer utility and deliver
results
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CONFIDENTIAL PRESENTATION MOBILE PEOPLE © 2009MOBILE PEOPLE © 2009
OPPORTUNITY =
BRINGING TOGETHER ELEMENTS THAT
CO-EXIST
Not much is ever invented from scratch
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CONFIDENTIAL PRESENTATION MOBILE PEOPLE © 2009
TOLDBODGADE 12, 1253 COPENHAGEN K, DENMARKCOPENHAGEN - DENVER - LONDON
Martin WilsonSVP Business Development