Moderator: Gregory Birge, Managing Director, F5 Digital Consulting Presenters: Gilles Badinet, CEO,

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Moderator Gregory Birge, Managing Director, F5
Digital ConsultingPresentersGilles Badinet,
CEO, EyeKaDeep Malhotra, Director of Sales
Business Development, MySpace India
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Discussion Points

• The migration of online communities on mobile
• Social media and UCGs next phase in the mobile
  world
• International examples of social networks
  utilising mobile
• Developing a 360 degree approach to mobile
  social media
• Impact on the consumer
• Business model evolution, advertising model
• Platform evolution

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64M
98M
50M
300M
1999
2002
2002
2004

• The migration of online communities on mobile

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• Social media and UCGs in the mobile world

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• International examples of Mobile social networks

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• 360 degree approach to mobile social media

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• Consumer impact ?

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• Platform evolution ? What needs, what to expect
  ?

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Computer
Mobile

• Ring.................tone
• Polyphonic..tone
• True...tone

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Subscription ?

• Business impact, business model

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Deep Malhotra Director Sales Business
Development MySpace India
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Social Networking A Cultural Phenomena
A typical social network connects people whom
you already know
MySpace connects people, content culture online
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Whats the difference?
8 major web businesses within one global social
destination Mail , IM, Video, Mobile, Music,
Photos, Event listings, Developer Platform
Globally users are giving out their MySpace URL
like their mobile phone number its their
address on the web
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Is it a fad or Is it here to stay?
In the UK 45 of 18-24 year olds said if they had
15 minutes spare they would spend it on social
networking sites rather than watching TV,
reading, talking on their mobile or playing video
games. (source Future Laboratories)
One third of all Internet Users use Social
Networking sites in India. Which makes a base of
10 Million users. Social networking is one of the
top activities of the users in India. (eMarketer
report 2007)
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Whats next?
Personal
Collaborative
Portable
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Creating touchpoints for users through mobile
WAP site via carrier portals (on-deck)
Off-deck via the m.myspace.com WAP site
Dedicated mobile applications
SMS
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Simple Mobile WAP Features

• Read send MySpace mail
• Edit view profiles
• Post read comments
• Update mood/status
• View photos
• Read post blogs
• Read Send Bulletins

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http//landingpages.millennialmedia.com/custom/jun
o/landing.php
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Mobile traffic trends
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So how many people use MySpace Mobile?

• Globally MySpace is one of the most trafficked
  mobile sites.
• Over 1.7 million unique users globally per day of
  our WAP site.
• Projected to exceed 3 million uniques per day by
  the end of 2008.
• Over 77 million page views per day (2.25bn per
  month) growing.
• MySpace Mobile is engaging each user averages
  over 50 pageviews/day.
• Off-deck is the most popular service in EU, US
  Australia.

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Mobile web Cannibalisation or Extending reach?

Snack consumption media
Our mobile site has extended our overall site
traffic globally by 5 by growing reach rather
than cannibalising online traffic
According to our co-founder and President Chris
DeWolfe, in a few years time we expect up to 50
our traffic to be via mobile devices
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Mobile a key driver for digital India
267 million cell phone users vs 35 million
active internet users
82 of users use text messaging on phone
35 million users have smart phones
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Mobile Advertising Isnt the same as Web
Entertaining, engaging informative ads with
interactivity.
Deliver value to consumers.
Creative must be top shelf, with as high a
standard as traditional advertising or online
advertising.
Re-purposing content from one medium to another
doesnt always work.
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Challenges approach
Complex landscape
Integrated mobile campaigns
Focussed on marketing objectives
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360 degree approach in social media
Low online penetration
Integration of media
Package advertising as part of social web
experience
Mobile will be an important touch point in the
entire mix
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Key take aways
We are only at the beginning of the next stage of
the new personal, portable collaborative
social web.
Mobile extends reach rather than cannibalising
online usage
Mobile internet services will be driven heavily
by social networks
Mobile advertising revenues to grow with increase
in traffic to mobile social networking services
advertiser acceptance
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Thank you