Developing a Winning Mobile Phonebook Strategy Using Social Networking Services

Developing a Winning Mobile Phonebook Strategy Using Social Networking Services Neil Searls Vice President, Sales September, 2008 Agenda 1. OnePIN Overview 2. Social Networking Trends 3. The Mobile Phonebook as a Social Network 4. Opportunity for Mobile Operators: Monetizing Social Connections 2 Agenda 1. OnePIN Overview 2. Social Networking Trends 3. The Mobile Phonebook is a Social Network 4. Opportunity for Mobile Operators: Monetizing Social Connections 3 Introducing OnePIN OnePIN provides software solutions that help people make and maintain social connections with their mobile phone. • Headquartered in Boston, MA – Offices in Istanbul, Paris and Sao Paulo • • • • Patented technology innovations Privately held and venture-backed company Premium Gemalto Partner Worldwide customer deployments with Orange, America Móvil and Cable & Wireless 4 Agenda 1. OnePIN Overview 2. Social Networking Trends 3. The Mobile Phonebook is a Social Network 4. Opportunity for Mobile Operators: Monetizing Social Connections 5 Social Networking has taken off Social Networking Site (Web-based) June 2007 to June 2008 % increase 153% 100% 50% 41% 32% Source: comScore Time spent on site per month per user: ~26 hours Average page views per visit: 14+ 6 Social Networking: A Global Trend Europe North America Asia Latin America Africa Millions of hours spent on social networking sites in 2007 Source: ValleyMag August 2007 Datamonitor 7 Moved to Mobile Platform • 1+ million downloads by BlackBerry users alone in first five months of mobile app launch Facebook 82 million mobile social networking users in December 2007, 147 million expected by year end 2008 eMarketer 13% - 23% penetration of global mobile market by 2012 Informa Telecom • • • • The 2007-2012 compound annual global growth rate = 50% PEREY Research & Consulting Mobile users of social networks are likely to use 2-3 times more digital mobile content ABI Research 8 What is Driving Mobile SNW’ing? Subscribers want real-time connection & sharing …not just internet access to “MySpace” on their mobile. Live the Moment! Share the Moment when the Moment happens! The mobile is ideal for social connecting: It is the most social and personal device. However, there is no way to easily use your mobile to connect with the people you meet every day. 9 How are Operators Playing in this Game Today? Linkable logo on web portal Watch subscribers leave the site Subscriptions Not sustainable long term Plain old data access to web sites Flat fee data pricing 10 A Different Approach... It’s not about enabling mobile access to social networks…it’s about making social connections with your mobile. 11 As an MNO, why not take advantage... • Of an already available, under-leveraged social platform • Completely personal • Already in the operator’s control 12 The Mobile Phonebook: The core of a social network • The mobile phonebook is the anchor of a subscriber’s social network • “Communications central” 13 The Importance of the Phonebook The phonebook is the most valuable application on the phone 90% of subscribers say it’s the most important (French MNO*) The phonebook is at the heart of an MNO’s business The phonebook is the foundation for social connecting Voice calls Social Networking SMS IM e-mail Competition is aggressively looking to capture the mobile phonebook and create new services from it. MNO’s have a window of opportunity to gain advantage… *Gemalto Focus Group 14 Agenda 1. OnePIN Overview 2. Social Networking Trends 3. The Mobile Phonebook is a Social Network 4. Opportunity for Mobile Operators: Monetizing Social Connections 15 Opportunity for Operators Enriching the mobile phonebook enables MNOs to monetize the full value of subscribers. MNOs also have an opportunity to retain subscribers via the phonebook. More Contacts Phonebook Contacts U U PP R R AA Voice SMS e-mail IM Social Networking More information per contact A phonebook that contains life-long connections (across all social networks) is the ultimate subscriber retention tool. 16 The CallerXchange Experience One click to Send! One click to Insert! And, one click to return the favor! Send updates automatically! 17 Mike Send my contact info? Send all my info Home + Mobile Work + Mobile Mobile Only Do Not Send Settings Select Back Jen Add Mike to your phonebook? Mike Green M: +16179435667 H: +15084756612 W: +1234985960 mike@onepin.com Select OK Back Cancel Mike has the opportunity to send his contact information to Jen 18 Mike Send invite? MySpace Facebook LinkedIn Jen Mike Green sent you an invitation to join him on MySpace. Join his network? Select Back OK Cancel Mike can also send Jen an invite to his Social Networking community of choice 19 Commercial Success Over 40% of users have begun Over 40% of users have begun using the service using the service Service Utilization of 40% Service Utilization of 40% 91% of users continue to keep the 91% of users continue to keep the service active service active Customer Satisfaction Customer Satisfaction Messages per Month Messages per Month Users are sending an average of Users are sending an average of 2.5 messages per month 2.5 messages per month (multiple numbers per message) (multiple numbers per message) Global Reach and Impact Global Reach and Impact CX messages sent to people in 180 CX messages sent to people in 180 different countries around the different countries around the world world Results achieved before any marketing has started Results achieved before any marketing has started No Marketing Yet No Marketing Yet 20 Summary • Enrich the phonebook to retain subscribers and ARPU Don’t lose subscribers to competitors, enhance your phonebook • Enable usage of voice, data and other services Give subscribers the opportunity to connect with more people in more ways via their phonebook • Establish and monetize social networks Mobile phonebook contacts are the foundation for social networking and other social services 21 Thank You! Neil Searls Vice President, Sales OnePIN Inc. nsearls@onepin.com 22