MomoLondon: Web vs Apps

I couldn’t make tonight’s Mobile Monday on location, so I thought I’d post my delayed notes from last time’s debate on Web vs Apps.

It was a lively session with both sides arguing strongly, though (unfortunately?) sometimes for the other side! The team members started by taking turns in giving short presentations — notably all of team web had slides (including beautiful ones from Bryan as usual) whereas all of team apps had decided just to talk.

Team web ended up with the audience vote (just!), but personally I thought team apps had the better argument. Yes, there are billions more mobile devices out there that can access web sites rather than have apps, but as we’ve seen (and as even Tomi Ahonen has been repeatedly caught out by) slick user experience drives mobile devices more than anything else. Web sites are great for finding stuff — but people don’t keep coming back to the same web site like they do to a favourite, well-designed app. And the skew in stats that we’ve seen since the iPhone came out (iPhones and similar devices punch way above their weight in usage compared to number of devices) applies even more for apps vs web sites. In his 5 minute presentation, Mauricio put up some Flirtomatic stats saying that they made about three times as much revenue from mobile web as from apps, but then revealed that their iPhone app provided 11% of revenue from 0.8% of sessions!

Anyway, enough ranting… Here’s my usual semi-structured notes:

Panel

Chaired by Leila Makki

Team Apps

• Sam Machin — Geek at O2
• Alex Watson — Head of App Development at Dennis Publishing
• Rebecca Pate — Mobile Product Owner at Tesco.com

Team Web

• Bryan Rieger — yiibu
• Cait Roberts — MePlease
• Mauricio Reyes — QA for Flirtomatic

5 min presentations

Each team member made their own presentation, but my notes have all the points mixed together. Viji Pathy has posted a pretty comprehensive report of the session on the Mobile Monday blog that gives a bit more detail on the presentations side.

• Discoverability
  • App store pre-installed
  • Browse, search, one-click install
  • Web is about information — apps are about utility
• Building a mobile web app is not just about knowing HTML and CSS with a bit of Javascript
  • Easy to get very bad results on mobile
• Numbers: 77% of 6.8 billion people have access to a mobile device (5.3 billion)
  • only 100 million iPhones (only 2.015%)
  • for 1/3 of population internet access is only via mobile
  • the other devices are mostly “feature phones”
  • but this is not an argument for web vs native… since many of the feature phones either have limited mobile web, or else support native apps!
• Linkability — if you don’t have the app installed, sending someone direct content doesn’t work so well
  • this is Tim Berners-Lee’s fear, but apps can integrate with a web-based backend (e.g. instagram) and app stores themselves can be web-enabled
• Non-technical people actually don’t understand what a website is…
  • Big successful web sites are understandable on a human level: eBay/Amazon are shops; Facebook is the pub
  • Similarly, apps are a more human thing — you get a nice shiny icon
  • The blank browser scares many people
• AW: When you get the iPad, it’s totally useless until you put apps on it
• From content perspective: Google prioritises quantity of content, whereas apps can highlight small limited quality
  • For example, instagram has many less features than flickr but has grown to 5 million users very rapidly
• Flirtomatic — iPhone native has 11% revenue from 0.8% sessions…
  • and Mauricio is on Team Web…?
• At Tesco, have seen that mobile web used for research but not for re-use and habitual long-term usage
  • app use encouraged by push notifications and widgets
• 1 in 4 mobile searches in the US are on Google Voice search
• Mobile web seems to be doing well for mail order & delivery shopping sites — searchable content with larger payments
• Tesco made money back from iPhone app in less than a week
• Targeting mobile devices: build it and see who comes, then target appropriately

Summing up — pro apps

• Tangibility
• Ownership & engagement
• Native apps are faster
• Using hardware
• Lots of web browsers available, but are they ever going to be your customers?

Summing up — pro web

• Don’t just target the rich west — reach beyond
• Discoverability for apps can be one of the biggest problems

Q & A

• What about using web apps on a long flight?
  • Not really
  • but this is possible now
• Hard stuff: two-way voice with echo cancellation etc?
  • Not in a web app
• Fragmentation of web browsers?
  • Design your site appropriately: it depends on who you want to target, but it’s still a larger number than just iPhone apps
  • e.g. target a touch-enabled mobile site and get both iPhone and Android at once
• Mobile social
  • Good example of having both a mobile web and native strategy
  • e.g. Facebook native users add photos more; web users add quick status updates
• Mobile ads — is there a problem keeping competition away from apps?
  • Tesco doesn’t have external ads in their apps
  • The end-user wants the curated experience…
• Testing across multiple devices?
  • AW: It’s a problem for mobile computers — they don’t work some of the time…
  • AW: Apps are a reliable experience
  • The mobile web is no better and sometimes harder
• Apps are good for some things and webapps are good for others… It’s like asking a carpenter which is the better tool: a hammer or a saw?
• Monetisation?
  • Not for web games… yet
  • Flirtomatic has in-app purchases of virtual currency, but it’s a whole range of transaction
• How do costs compare for native vs web?
  • It depends… You can spend more or less on each
  • Tesco: cost seems quite similar — especially since mobile dev has to be optimised for various devices
• App-store owners take a cut; will it be the same for web?
  • probably — billing partners will always take a cut…
• Will it be a digital divide between those who have apps and those that don’t?
  • Some people just don’t want apps on their phone — e.g. mother has a binatone phone with big buttons and doesn’t even use a mouse
  • There’s just a time lag to the rest of the world
• What about lock-ins?
  • By choosing HTML, your development environment is free from manufacturer tie-ins
  • However, by choosing HTML, you play into the hands of Google making things free, operator content filtering etc.
• Mobile web currently over-promises and under-delivers, but we’re all hedging our bets as mobile web catches up…?
  • Panel: yes!
  • BR: mobile web is catching up very fast, and depending on your business may already be a better bet
• How do you find where your customers are?
  • Analyse the web browsers of your mailshot emails

Notices

• BlackBerry Developer Day coming up on 24th June

• UCL have a course in Making money from Mobile

• Future Mobile Monday events:

  • 4th July — Vision Mobile state of developer nation

MomoLondon: Living in a Multi-Platform World

Another Mobile Monday on fragmentation of platforms, but this time hosted by a big company just about to launch yet another platform… The Microsoft reps seemed to come on a little strong tonight. So much so that I started to tune out when it was their turn to talk.

Nick Lansley from Tesco.com was a new face at Mobile Monday — and had some good things to say. He seems to have his head screwed on right about where to take Tesco.com in the face of multiple platforms and a wide spread of consumers (it’s the API, stoopid).

Tom Hume of Future Platforms also gave some interesting insights — I like his idea of using an AdWords campaign to figure out the target platforms for a new product. It’s always better to measure than to guess — and the internet lets you measure everything.

Alex Reeve - Director of Mobile Business Group, MSFT UK

• it’s fair to say that MS have had their challenges in the mobile industry
• they’re fully aware of that and they’re aware that “a new dawn is coming”
• mobile is enormously important to MS
• Windows 7 coming this side of Xmas
  • integrating contact details & social connections
  • options to show thing separately or together
  • keeping pictures together (including Facebook, etc)
  • “people want Internet Explorer on their phone”
  • do they really? don’t they just want Facebook/Yahoo/BBC, etc
  • fully-editable Word documents
  • email works the same as Outlook
  • I hope not… that would be horrible
  • “Zune is mainly a product in the US only”

Panel session

Panel (and their phones):

• Chair: Marek Pawlowski
  • this is no longer just about mobile — platforms to support now extend to TVs, games consoles, etc…
  • nearly all devices can do voice
  • most can do SMS, and a lot have browsers and Java
  • Q1 this year about 18% of mobile sales were smartphones
  • 11% of market by end of this year will be smartphones
  • 3/4 of developers use an Android or an iPhone as their primary device…
• Oded Ran - Windows Phone in the UK
  • Windows Phone - HDT HD2
• Tom Hume - MD of Future Platforms
  • Nexus One
• Nick Lansley - Head of R&D at Tesco.com
  • iPhone, Nexus One (which crashes 3 times a day)
• Jerry Ennis: CEO at Flirtomatic
  • #1 mobile social network in UK, if not in Europe, according to Comscore
  • though I guess it’s dwarfed by Facebook & twitter, which are social networks that people access on mobile…
  • iPhone
• Ilio Uvarov - lead UX practice at RG/A London
  • clients such as Nike, Nokia
  • iPhone

Which mobile platform would you develop for first and why?

• NL: probably give a different answer every couple of months
  • would like to choose most common in Tesco customer base, but that would mean a phone that’s incapable
  • started with iPhone “because I had one”
  • iPhone is a “hero device” — you get much more marketing for your buck
  • but need to balance with what devices customers are using
• JE: started believing they could use downloadable Java apps
  • but wasn’t really possible
  • target market are not using Java apps, even if their phone is capable
  • have instead gone to mobile web
  • also seeing some startling usage growth from iPhone (Flirtomatic have an iPhone app that wraps a browser)
• TH: would probably cheat and spend £50 on an Adwords marketing campaign to see who was interested…
• IU: depends on target
  • business people in NYC — Blackberry
  • teenagers in middle east — Blackberry
  • hipsters in London — iPhone

What can platform providers provide to developers to attract them?

• OR: don’t want to write once, debug across multiple hardware
  • want to make money
  • choose to piggyback on a platform launching (someone else’s marketing muscle)
• NL: iPhone and Android offer push update notifications
  • really important — bug fixes are v. important to customer experience
  • Ovi falling down massively here
  • Apple also making things difficult by making updates take up to two weeks
• JE: Flirtomatic app is just a wrapper around mobile web app
  • can’t take advantage of native aspects
  • but changes can be deployed very quickly without going through Apple

Who in the audience had a bad experience of starting out on a mobile platform?

• TouchNote: went for Nokia 3rd edition (Symbian) & Ovi store
  • just not a lucid, easy experience for customers, even in comparison to Blackberry, let alone iPhone & Android

Who’s had a good experience?

• No one put up their hands!!

Do customers really take updates?

• TH: 60-70% take updates for android
  • would imagine iPhones are about the same
  • Java apps are almost impossible to get customers to update
• NL: always offer new features with bug fixes
  • every time Tesco update the Tesco Finder app, they see 99.9% of new version by the end of that day!
• IU: have about 100 pending updates on his iPhone
  • end up not using 90% of apps that you’ve downloaded
• MP: 70% of mobile web users went to 10 major brands

MS have developer lock-in for tools, will they lock-in legally like Apple?

• Silverlight & XNA plus mobile web are main ways to market on Windows Phone 7
• Haven’t finished Ts&Cs yet

Is it sustainable to support so many platforms, or will we see consolidation?

• TH: we are seeing consolidation around the web
  • don’t feel intimidated by number of platforms, as only have to deal with those that provide an audience
  • feel locked in to Apple not by legal language, but by the audience that they provide

What can platform providers do to make a new platform attractive?

• don’t make us write the app in Silverlight — let us write it in C#
• reveal the number of apps in the store — no hype
• charge less than Android & Apple (30%)
• make it easy for customers to buy cheap things with enough money going to developers

Which platform gives the best ROI? How does mobile web compare?

• JE: make money with virtual currency (80% revenues), rest from advertising
  • how do we bill people to buy virtual currency?
  • operator billing (reverse SMS), credit card, paypal
  • still 60/40, 70/30 — not so good
  • credit card still cheapest for business
  • Apple don’t let you use in-app purchases for virtual currency…
• TH: not sure that there’s a link
  • look to introduce customers with operator billing and then convert repeat customers to credit card later
• JE: operator billing is a terrible UX — sometimes a 12-step process
  • not as bad in UK, but US can be really bad

What about emerging markets? What are platforms doing?

• OR: active in two sides, services (Hotmail, etc) & devices
  • phone becomes 1st screen
  • exploring new ways of getting hold of the phone, since Windows Phone is not targeted at emerging markets
• NL: when Tesco arrives in a market, it could be said to have “emerged” already…
  • “Tesco in a box” — all systems for a new country shipped out
• MP: discussing India with major internet brand, responsible for UX
  • because device is becoming primary, there are increasing number of smartphones
  • also multiple SIM cards for each user (up to 12!!)
  • Italians have 1.77 SIM cards per subscriber, cf. 1.4 UK & 1.3 in US

Multiple platforms outside of mobile

• IU: depends on the use-case
  • things that work nicely across channels: e.g. instapaper
  • boxee: combining web, mobile & TV (can use mobile as remote)
• NL: did ethnographic research in people’s homes as to how they shop
  • calling on phones, SMS, writing messages on paper
  • wanting to allow people to add things little and often throughout the week
  • have cheated by building an API to get other people to create apps
  • e.g. Yahoo widgets on TV: watch cooking show, and add ingredients while you watch
• TH: big fan of opening up API, but how does that work as a provider? are you worried about the customer contact being mediated via a third party?
• NL: grocery shopping is not really exciting to customers
  • would rather get great ideas in front of customers
  • customers still have to login and checkout on Tesco site

What about voice as a platform?

• TH: Google introduced voice search and changed his behaviour
• MP: need to be very careful about experience:
  • experience was significantly enhanced when interacting with an avatar
• JE: tried out a voice part of app a year or two ago
  • watched my teenage daughter who never talks to people, but uses text & facebook instead
• MP: is that an opportunity? getting people to use their unused minutes!

How do you handle that your app is living on a phone with others?

• NL: Nexus One had an app using up all his minutes when in US
  • data hogging apps rapidly become unpopular
• TH: it’s one of the important things that makes the difference between mobile and desktop
  • number one feature on the iPad is battery life

What about upcoming standards: JIL, BONDI?

• NL: if you don’t make your app the best it can possibly be for that device then don’t bother
• MP: customers have one device — they’re not bothered by fragmentation

Brief summary

• IU: kept going back to UX
  • do you want to be good enough or delightfully different
• JE: all about UX — the best possible UX is using the latest features of any platform, rather than going cross-platform
  • payment is crucial, runs across different platforms
  • needs to be improved, simplified and cheaper for business
• NL: has to be relentlessly good design for every make and model of handset
  • gives you brand consistency
• TH: root causes of fragmentation are a good thing
  • mass market (2/3rds of world’s population) and extremely fast rate of change
  • developers have to get used to it
• OR: successful developers are embracing the fact that fragmentation is here to stay
• MP: “can economise on plumbing but make sure your bathroom is pretty bling”

Announcements

• Microsoft BizSparkCamp: June 22nd 9.30-5.30
  • “they want to give you things…”
• July - MomoLondon: Marketing your mobile app
• August - MomoLondon break
• September 10th & 11th - OverTheAir 2010

MomoLondon: Mobile Entertainment Applications

A fairly slow evening, but some nice gems tucked away. Lots of interesting stats from Flirtomatic (and a few interesting ones from GetJar). Interesting to hear that Vodafone widgets will be marketed as apps to customers (but widgets to developers).

Anyway on with the notes…

Adverts for upcoming events

EcoMo — code camp

• http://ecomo09.eventbrite.com/
• September 11-12th
• Mobile Applications for sustainability

Over The Air

• http://overtheair.org
• September 25-26th at Imperial College

GetJar - some stats on downloads

Patrick Mork

• aim to make it seamless for downloads for 1500 handsets
• Half a billion downloads reached last month
  • but the Apple app store has been going for a much shorter time and reached 1.5bn just recently…
• 75% of downloaders are under 25
  • breakdown something like:
  • <10 12-13%
  • 11-17 23%
  • 18-24 28%
  • 25-34 15-18%
• 70-80% male
• all downloads on getjar are free
  • developers monetize content themselves
• no cost to upload content
• GetJar make money by paid placement:
  • 20-25% of developers bid for placement on their catalogue
• GetJar’s experience is that you must make the initial experience free to the user
  • the general public are not used to downloading apps yet so we need to provide free tasters with no bill shock
• Over 50% of users are downloading content at least once a week
• Top 10 downloaded apps in UK last month:
  1. Ebuddy
  2. Nimbuzz
  3. Google Maps
  4. Opera Mini
  5. Change Ringtone
  6. Magic Bluehack
  7. TV To Go
  8. GetJar (web site shortcut)
  9. Qeep
  10. Facebook (web site shortcut)
• which platforms?
  • 70% of getjar downloads is JavaME
  • mobile web growing fast!
• “applications is not about smartphones — it’s about everyone”
• #1 handset in Indian market: Nokia 6600
• games are growing and probably will grow faster when billing is easier
• what are people searching for?
  • often specific programs (e.g. ebuddy, mig33)
• over 30% of new people from word of mouth
• in Egypt see a lot of download for religious apps (e.g. prayer times)

Panel

• Chair: David Murphy from Mobile Marketing Magazine
• Audience:
  • few app developers
  • similar operators
  • slightly more agencies
  • one client side developer
• Patrick Mork: getjar
  • used to be at Glu and iPlay
• Andreas Constantinou: Vision Mobile (Analyst)
• Joachim Hoffman: Fjord (Services Agency)
• Mark Curtis: Flirtomatic
• Dan Appelquist: Vodafone Group R&D

How do you go about making money from mobile apps?

• PM: see various business models: adfunded, freemium, virtual currency
• AC: sharing revenue (e.g. Nokia Ovi sharing with operators)
  • sharing cost using open source (e.g. Symbian)
  • now talking of wallet sharing
• JH: funded (e.g. BBC iPlayer); ad-funded (and you have to make your service sticky)
• MC: 160m WAP pages in UK in May
  • every now and then they want to buy things
  • “every time we’ve given away flirt points we see an upsurge in spending a few days later”
  • users sent each other 5,000 ice cubes during the heatwave (at about 50p each)
  • “cost of materials was very high” :-)
  • most nights top spenders will be spending £20-30ea. to keep themselves at the top of the ratings!!
  • when we increase inventory, they respond within three or four hours
  • also do alerts (e.g. when people log in)
• DA: have been spearheading mobile widgets over past year
  • cross-platform, cross-operator
  • Voda will introduce an app store later this year with a “competitive” revenue split
  • are also launching in-app or in-widget billing events
  • when Voda launch widgets, it will be called Apps
  • Flight Control — see high scores of people playing around you (and on your twitter network)

Why does a developer develop for Vodafone and not for Nokia or SonyEricsson?

• DA: widgets mean you can make one thing for everybody
  • however, there is fragmentation for the operator APIs
  • widget specification is bedding down — next step is to get operators
  • setting up device APIs working group (Nokia, Mozilla, Google)
  • already have geolocation API standard launched in iPhone 3.0, Firefox 3, Opera 9(?)

Flirtomatic stats in May

• top handset was Nokia N95 and only 6%
• only 4 or 5 other handsets above 1%
• Vodafone is well over a quarter of our users in the UK

Is the future apps or web-based?

• PM: a mix
  • a lot of criticism a few months ago when Yahoo dropped apps apart from iPhone & BlackBerry
  • but GetJar Yahoo shortcut was doing 40-50K downloads a week, so app would have to be very good to be worth more than that
• JH: SportsTracker vs. Flirtomatic: SportsTracker needs hardware integration (bluetooth, etc)
• MC: had an appalling experience making a Flirtomatic app a few years ago with Jo Rabin
  • tried to make the service work in the tube offline
  • speed of development on web is much faster
  • games development are sold shrink-wrapped like a film — and are paid as such
  • web-based dev often gets paid by usage, or with ongoing revenue so need to be able to change things quickly

Since most widgets are free, does calling them widgets endanger the market?

• DA: you’ll be able to sell widgets through Ovi, Voda & others
• PM: Loopt — mapping service to share locations with your friends
  • make money by selling the service & helping operators sell data bundles

Flirtomatic: do you see a time when auction stuff will rival fixed price

• 25% revenue is advertising
• 75% is premium services
• about half of premium service income is auction-based

Where do you think mobile entertainment is going? What type of apps?

• DA: Casual gaming really taking off
  • Augmented reality making a lot of noise at the moment, but really in its infancy still. Will play out over a couple of years.
  • More interesting when put it together with advanced displays — in your glasses, or in your environment
  • “We could either end up in a very dystopian world or we could end up in a utopian place where the user in control and their privacy is paramount…”
• AC: augmented reality become possible due to simple sensor: compass
  • temp sensor could pick up if your phone is in your pocket
  • sound sensor could tell if you were at work or at home
• PM: frustrated that can’t get a basic cell phone reception on a train back from Northern England
  • apps must be useful for consumers
• MC: sneaky suspicion that NFC will be huge
  • Oyster went from nothing to mass market in 3 years (admittedly only in London)
  • “When TfL get a 95% revenue share, the rest of us won’t be stuck in a corner called special needs”
• JH: error handling has to be good

Are fragmenting app stores making getting money for development harder?

• J2ME development a lot better than it used to be
• PayForIt at least enables off-portal payment
• 3 UK can now go off deck

What are the next moves aside from technology?

• PM: Coming along a huge way since a year and a half ago, people now know about downloading apps
  • Apple started actually advertising download apps
• DA: Social apps will drive it e.g. Facebook
  • Flight Control local high scores shows how sensors enable cool features that drive user engagement
• AC: sensors will change how we communicate

MomoLondon: Mobile Social Networking

Not the most thrilling of momolondon’s tonight. The panel format worked well and the chairs asked reasonably interesting questions, but I think it was the subject matter that just felt a bit samey to me. Even the twitter backchannel seemed a little subdued. Maybe it was just my cold…

The best bits for me were Steve Lawson talking about his experiences of trying to use his mobile for social media (where by media, he meant actual music and video production).

Priya Prakash of Flirtomatic also had some interesting things to say, but I felt that she didn’t really get into her stride. She said she was in the middle of a user experience analysis of her site and wanted to involve the audience in some research, but this never really happened. Perhaps an idea for a future Mobile Monday…?

Anyway, here’s my notes — as always, please add comments if there’s something that you want to know more about.

First Panel: Why are people going to be using mobile social media?

Panel

• Chair: Josie Fraser
• Steve Lawson - Musician/Consultant
• Luke Brynley-Jones - Trutap
• Paul May - Bluehoo
• Brian Fuchs - Internet Centre, Imperial College
• Graham Brown - MobileYouth

Steve

• broadcast model of connecting to audience is dying
• entry level of broadcasting has dropped
• how am I using it: with a great deal of frustration…
• currently using mobile to post data as things happen
• not using other people’s mobiles
• where is it going? for most people, it’s not the gadget that’s important
  • don’t want my audience to have to become mobile geeks in order to access
  • e.g. twitter
• I take the bus rather than the tube as I can be online during the journey

Luke

• had to focus on where users actually were
• a lot of users in asia — india, indonesia
• did 120 interviews with users and ex-users
• had been focussing on facebook, but 0% of users in Mumbai have facebook accounts
• further details:
  • typically 20-30 year olds
  • slight male bias, but not much
  • wanted to chat with their friends
  • wanted to flirt and meet others
  • location was important — e.g. there are transport problems in Mumbai
  • sitting there 2-3 hours a day chatting with their friends

Paul

• wrote a book in 2001 called Mobile Commerce — did very well in China…
• nowadays meetings never happen when they’re organised — instead people send you messages by every which way and you’re supposed to pick them all up and not be surprised
• in a proper mobile world, everybody here in the room would be communicating with each other, rather than just panel broadcasting out with no feedback
  • that was kind of happening with the twitter backchannel, but it wasn’t reaching the panel very well
  • Josie said she would have liked the twitter stream on the projector

Brian

• have to develop peer-to-peer architectures and decentralised payment solutions
• otherwise 3 billion devices will overwhelm the services

Graham

• “only two industries in the world that call their customers ‘users’… the mobile industry and crack dealers!”
• mobile social media is not relevant for youth - just want to look good and get laid :-)
• driven by:
  1. need to belong
  2. need to be significant
• go and see what red bull is doing with red bull music academy

Q&A

What about people over 35?

• Steve: most of my audience are over 30
• Graham: youth are future customers
  • mobile social media is not the sales channel
  • it’s about building the relationship in order to increase the sales opportunities
  • so youth are the future market (like banks)
• Simon Rockman: only successful phone aimed at older people was Emporio(?) in Austria
• Steve: “proposed twitter to my Mum — terminology was the barrier”
  • “as soon as I explained that it was like texting me and my brother at the same time, she wanted me to sign her up straight away”
  • “now if I tweet and text at the same time, she returns the tweet first”

What about privacy?

• Paul: we seem to have all agreed to become performers
• Josie involved with schools looking at use of mobile
  • looking at addressing behavioural issues such as happy slapping
  • rights and responsibilities

Terence Eden: is it a danger that there’ll be too much focus on iPhone when everybody use RAZRs?

• Steve: ok to target 10% if they can distribute to others — make content “tearable”

2nd Panel: Industry Perspectives

Panel

• Chair: Dan Appelquist — Vodafone/Mobile Monday
• Andrew Scott — Founder of Rummble
• Sean Kane — Head of Mobile for Bebo
• Priya Prakash — Flirtomatic
• Jennifer Grenz — Shozu
• Christophe Hocquet — Moblr/BuddyMob
  • have seen average session times of 3 hours!

What impact is flat rate having?

• Priya: one user came along to user testing with 6 different SIM cards and was swapping in and out as needed and for best rate…
  • as long as they can access the service, they will do what it takes
• Jen: big change for Shozu is roaming to wifi
• Sean: lot of bebo users are under 24, but are spending a lot
  • 30% of traffic on a lot of operators is going to mobile social networking

How many of your users are roaming? Is that impacting?

• Andrew: mobile by definition is something you travel with
• Sean: see a lot of users switching to roam-able services like text messaging

On deck/off deck

• Sean: need to be both off and on deck
  • starting today, wouldn’t bother with on deck
  • “all the friction is on deck” — you have to work with lots of awkward operator people
• Priya: if you could get rid of all those noisy banners operators should be able to make a fantastic personalised experience…
• Jen: non-operator driven discoverability is on the rise, compared to operator-driven
• Sean: haven’t figured out how to make mobile experiences viral — how do you share?
• Dan: Obama iPhone app — download and it examines your address book and tells you to call people in swing states
• Priya: need to have a contextual “share with a friend” — share a social object. It’s a challenge to find something suitable to send
• Jen: “this service is more exciting to me if you join”
• Andrew: released iPhone app, not Java, since 99% sure that it will be a good experience
• Priya: how many people in audience have sent something to a friend via a mobile internet site? answer: about 30-40%
• Sean: SMSs are not a long term strategy, but are good as a one off to bring people in to the network

How do you inform users of potential costs?

• Dan: maybe there’s a place for a mobile social network as a support group for those suffering from bill shock :-)

Privacy settings for location-based services?

• Andrew: you need to provide it, but you’ll probably find that no one uses that feature
  • What’s the minimum age? We copied what facebook do: 13
  • But it depends on the context of the network
• Priya: have to provide a social fuzzy location — otherwise it seems too freaky
• Jen: in terms of photos, people want to upload exact location but keep it private
• facebook privacy settings are quite granular, but possibly too detailed for anyone to understand
  • Josie: facebook ran into problems with data protection as it wasn’t clear that young people could understand the various settings — still an ongoing case
• if you support fireeagle, you have to support specific levels of granularity of location — cannot release data that is too detailed

Metrics — what’s the most important thing that you’re measuring that shows the health of your business

• Andrew: engagement, rummbling a place, rating a POI
  • iPhone app is 3-4 times higher than online
• Sean: how many more people using this week?
  • figuring out ways to use virality
• Priya: number of flirtograms
  • all about getting people from first use through to first paid item
• Jen: churn, defined by active use and returning users, month on month, year on year
• Christophe: click through rate, love

Setting up a working group to share location amongst mobile social networks

• Andrew: not sure what the name is yet, but have been talking to 5 or 6 other network — about 20 million users in total

Combining social networks with serious applications

• Andrew: 37% on a social network in US; Korea has 87% — waiting for critical mass
• Priya: working with BBC mobile
• Sean: causes, e.g tsunami-related, etc.
  • not quite at the phase on mobile where you can start to open platform — still fighting over getting users
• Met Office have just launched a Mobile TV channel, ad-funded

Summing up

• Jen: choice
• Priya: friends are overrated :-)

Next event

• next event probably second Monday in January
• also opportunities to sponsor the podcast…