community marketing - telkomsel perspective june 2009
DESCRIPTION
Community Marketing. The convergence of devices to engage audience more into experience based marketing activities. Presented in Telkomsel Event together with Tomi Ahonnen in June 2009.TRANSCRIPT
Industry ConvergenceIndustry Convergence
• ABC within 1 year, 24 hour nonstop in 3 networks in 60 years : 1.5 Mio hours of programming
• YouTube produced the same number on 1H2008 only
• ABC within 1 year, 24 hour nonstop in 3 networks in 60 years : 1.5 Mio hours of programming
• YouTube produced the same number on 1H2008 only
Web 2.0 Broadcaster 2.0
Operator 2.0
Feels like free ServicesContent are often FREE
Context is NOTExperience is NOTPackaging is NOT
Feels like free ServicesContent are often FREE
Context is NOTExperience is NOTPackaging is NOT
You
3 Billion devices vs. 1 Billion PCs3 Billion devices vs. 1 Billion PCs• Nowadays you can be a famous artist in
minutes: someone found the content and passed it to someone else, who passed it to someone else, and so on.
• Nowadays you can be a famous artist in minutes: someone found the content and passed it to someone else, who passed it to someone else, and so on.
Matt Harding — funny dance video trip, he traveled around 42 countries within 14 months and he became quasy-famous. 50 million views
Magibon — A young woman that attained celebrity status on YouTube by doing nothing but stare at the camera. 50 million views
Amber Lee Ettinger — also known as Obama Girl, is famous for her YouTube videos about Barack Obama called "I Got a Crush... on Obama". 14 million views
Moymoy Palaboy — A Filipino comic and singing duo known for their uploaded lip synch videos in YouTube. 40 million views
THE INTEGRATIONTHE INTEGRATION
Customers are not mere consumers; they are also creators of content. They are also participating in social networks; which means they want to contact anyone, anywhere.
Customers are not mere consumers; they are also creators of content. They are also participating in social networks; which means they want to contact anyone, anywhere.
Customers expect the same flexibility that they take for granted on the Internet to be also present on Mobile devices. They also expect media to span all their platforms. Mobile Lifestyle
- The relationship between the Network and the Device- The evolution of the network (LTE, IMS, Net neutrality, Cellular networks, Radio Frequency Networks: such as Bluetooth, WiFi, WiMAx & Mesh, HSUPA and HSDPA)- Impact of open source on the device stack (Android, Symbian, Linux and others)- The impact of the iPhone and App stores
Challenges, Opportunities and BarriersChallenges, Opportunities and BarriersChallengesChallenges
Enhancing traditional Internet Social Networking with maximizing all Mobile Delivery Channels, and in additional including G P S, L B S and Cell broadcast. E.g.:
-Sending sale notices, coupons and other offers to someone nearby
-Find friends, locate movie trailers for nearby shows and prime eats
- Mobile and digital contents . E.g.: branded avatar, accessories
“Social networking sites are helping the mobile Internet reach its tipping point. We are now seeing an increasing number of people taking a real multi-channel approach to their communications with the growth in the use of email, Facebook and Twitter on the mobile,..” Abid Warsi – Webcredible May 2009
mobilelifestyle
Mobile ecosystem and the network:Mobile ecosystem and the network:
Barriers
Mobile Social Networking:Mobile Social Networking:
Opportunities
• How to build a community?• How to monetize it?• What is it users value in the service?• How to keep them interested?
Non-SMS data revenue to be a quarter of the total mobile operator revenues by 2012One of the highest in the region. SOURCE: Yankee, June 2008
SENSE, FEEL and RELATE
Telkomsel MyPulau
Data may 2009
WEB Features Perspective and Comparison
Myspace Multiply Facebook 12Frenz MyPulauRefer new friends 1 1 1 1 1
Personalize profile 1 1 1 1 1
Upload pictures 1 1 1 1 1
Add music 1 1 - 1 -
Upload video - 1 1 1 1
Calendar - 1 1 - 1
Unique user web address 1 1 1 1 1
Community/groups 1 1 1 1 1
Sharing portal 1 1 1 1 1
Blogs 1 1 1 1 1
Forums 1 - - 1 1
Mobile application 1 - 1 1 1
IM/ Chatting 1 - 1 1 1
Send bulletins 1 - - - -
Friends update notification 1 1 1 1 1
Newsfeed 1 - 1 - -
Import contacts 1 1 1 - 1
Total 15 12 14 13 14
7700
Video Call Disclaimer
7700 77007700
Recording Confirmation Video Sent
Additional Mobile Feature Mobile 3G VIDEO SUBMISSION
Submitted video will be shown on the WEB
courtesy fubuki – flickr.com
Terima Kasih Telkomsel - June 2009