Someone wants to flirt with you - Mark Curtis @ Flirtomatic
- abandoned Java (stayed with web & wap
- only thing that’s on web but not mobile is video
- 80% of our customers are not interested in dating, just fun
- very important to show web users which users are mobile (as their responses will be slower)
- revenue from ads + value added services
- high usage on mobile
- 2,500 page view per user per month since last Aug/Sep
- started over a year ago, making zero revenue at beginning of this year, break even by Q3 next year
- started off completely off-portal
- Andrew Odlyzko - content is not king (it’s communication between people)
- small groups market seems like an opportunity (Zygo looking at this hard)
- why social network?
- everybody’s doing it
- intrigue — “somebody wants to flirt with you”
- theme specific e.g. Chelsea footballers
- but why go on?
- my friends are there
- it’s fun (people like to feel wanted; voyeurism)
- sex / lifetime romance
- content habit - e.g. discussing rugby world cup
- lost money and time by taking mobile site and taking almost straight to the web
- continual struggle to keep the two products divorced
- e.g. “look at me!” people pay to appear at the top — totally different presentation on mobile than for web
- bare essentials of registration — every additional info
- flirtomatic use: sex; target flirts; date of birth
- abandoned flash on the web & java on phones as they stop you deploying new features quickly
- absolutely impossible to move fast if you have loads of devices to test
- therefore mobile app has to be only something that isn’t possible on wap — and rest is a link to wap site
- not yet come across a case study of viral working on mobile
- operator portals very powerful
- admob was only channel available on mobile, but now have 7 channels
- advertise on wap to get onto a wap service
- 80% register once they’ve clicked through
- difficult to advertise on web / other as
- took the opinion that subscription suppresses usage, so ads & value ad services only
- advertising now beginning to work; May / June beginning to work
- advertising model on wap currently slavishly copying web, history shows that model always changes
- expecting a bumpy ride but don’t know which way
- value added services:
- e.g. selling pictures of roses
- bidding for points etc.
- users will pay to delete their worst rating (delete my freak)
- shifting to PayForIt using MIG… otherwise PSMS most popular payment method
- 65-70% of revenue from value added services — expecting to decrease to 50-55% with extra advertising next year
- payment by mobile is understood and embraced — making more money from mobile users than web
- flirtomatic pre-moderate all visual material (moderation is a big issue for operators)
- finding that SMS is a good tool for CRM
- wap vs web:
- overlap in users is 15%
- if you log on to web, you automatically get logged off wap (and vice versa)
Mobile Web Initiative - Crossing the Chasm - Philipp Hoschka @ W3C
- W3C have mobileOK automatic tests and best practices checker (online version still in beta)
- Working on a new open source Java version available to download (released fairly soon) — Mobile Test Harness / Open Mobile Web Test Suite
- community submits tests
- can be used for browser manufacturers as well…
- Mobile AJAX Workshop chaired by Dan Applequist
- discussed API to phone internals…
- Ubiquitous Web Applications Working Group
- Device Independent Authoring Language
- Next exciting area — developing countries:
- 2006 BBC: 61% of international WAP users came from Nigeria
- India: many more mobile web users than desktop web users
Content Transformation - Ed Moore @ OpenWave
- OpenWave transformation product is called OpenWeb
- Operators are saying that “45% of traffic / 1.8 million requests a month off-portal”
- trying to make point that people are trying to go to URLs that don’t work for phone
- but doesn’t that say that portal is not the be all and end all…?
- weirdies:
- www.vnexpress.net — loads images using javascript timer 8 seconds after page load!
- microsoft mobile site, sends wap content type then html content!
- operators seem to be 2:1 in favour of network proxy over portal URL field
- wap.* or *.mobi does help to identify mobile sites
- need to identify site before you make the request, as may need to fake the user agent…
- operators: simple marketing message & enough capacity — 1 week of traffic went up 9 times in data usage
- where adaptation has been deployed, there has been at least twice the traffic
- entering a URL will probably work — increases user confidence — encourages operators to spend more on mobile web
- predictions:
- mobile web will merge with PC web
- operators will stay with open gardens and will continue to offer more flat rate
- admob — internet revenue models
- end of the mobile web only brand
- mobile only services will very specific niche
Content Transformation - Richard Blades @ Novarra
these guys do the content transformation for Vodafone
- do Java and BREW clients as well as server-side
- some operators are talking about using both client and server
- if client — what are the default bookmarks…?
- operators are using this change as an opportunity to move to web2.0-stylee
- moving to server-side enables faster deployment of new technologies (e.g. new video codecs)
- average usage after transformation: 0.6 MBytes / day (from 0.18 MBytes before)
- top 100 sites on alexa show up high on mobile
- social networking, email
- similar time profile to flirtomatic: peaks from 11.30pm
- not unusual to find sessions of up to 30mins
- www.novarra.com/faqs — will be available shortly
- mailto:mobilecontent@novarra.com
Internet Made Mobile - Andrea Trasatti @ dotMobi
- phone.mobi is the definitive device database on the web
- trying to build
- mobile web test suite
- web interface to device database
- standards-based API to embed into application
- easy to install, but keeps in sync with central server
- create & manage tests on the mobile device
- contributing opinions — from UAProf and actual experience
- http://ready.mobi provides emulators for phones
mippin makes it mobile
http://mippin.com/preview
- used to make mobizines
- can’t cross the chasm with a client so switched to server-based
- off-portal portal providing access to RSS feeds
- also has mipplets to provide widgets on mippin customised home page
Next momoLondon
- November 6: 2nd Anniversary + “Mobile Advertising”
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