Mobile social networking and consumer generated media company Mowave is analyzed. Mowave launched a mobile-centric social networking service called Self Central in New Zealand, which allowed users to create profiles, upload content, and chat. It had 25,000 users with 80,000 monthly visitors and 8 million page views. The document discusses trends in social media on both mobile and desktop platforms, and provides examples of branded social networks from companies like Disney and Coca-Cola. It also outlines key features and functionality available to Self Central users.

1. 240907
Mobile Social Networking and
Consumer Generated Media:
Company Overview
Case Study & Lessons from the Market
Mobile Monday Amsterdam
Giles Richter, Mowave

2. Overview
Background
• Mowave
• Mobile services market and business models today
• Trends in PC web online community business
Mowave Case Study: branded “mobile-centric” community
• Self-Central - User experience / navigation tour
• Experience/lessons from the market
• Implications for business models
• In the pipeline

3. Mowave Background
Core Business: Mobile Content Services
Founded: January 2003
Official Portal Integrations: 80+
Entertainment Services
D2C Destinations: 20+
Countries : 30+
Staff: 23
HQ: Amsterdam,Netherlands
Asia : Tokyo
Pacific: Manila
U.S. : L.A.
UK : London
Ownership: Privately owned by founders

4. 2007: Where are we now?
• Age of Discovery / 1st “gold rush” is over
• Usage trends of Web 2-3.0 Internet driving
advanced technical innovation on mobile
• Transition from mobile premium content services to
joined-up/customizable community
• Changing business models for mobile providers

5. PC Web Trends: Companies & Sponsors
Target Social Networking Sites for Advertising
• Companies creating sites / presence on Social Networking
Sites
Time Warner, Burger King, Volkswagen, P & G,
News Corp, Mercedes-Benz
• US Trends: Advert. spend on SNS up 500% in 4 years
now over US$2 billion per year
• Why?
“We know our customers spend a lot of time on MySpace.
The important thing for us as an advertiser was to make
sure we were providing content that resembles
entertainment more than advertising.”
-Senior director of media at Burger King

6. SNS Advertising: Brand Communication
• Mercedes Benz island and C-Class
virtual showroom in Second Life
Mercedes SL page
MB C Class SL Video

7. SNS Advertising: Brand Communication
• Volkswagen Miss Helga page on
myspace.com – Miss Helga has 7720 friends

8. Social Networking + Mobile + Max Reach
EU 2006 Household Internet Penetration
51.3%
EU 2006 Mobile Penetration
103.2%

9. PC Social Networking Sites:
Assessing their “Translation” to Mobile
Myspace.com Facebook.com Youtube.com

10. Translation to Mobile: mixi mobile (Japan)
• 100 million PV per day
• 2.3million unique users out of user base of 6.6m
• Male/Female Ratio 43.7%/56.3%

11. Mixi Jan. 2007: 10b impressions monthly
Mobile usage now comprises 30% of total impressions ,
up from 6% in 2006 – others are all mobile traffic

12. Big Western Brands Invest in Own-Branded
Mobile PC Web & Mobile Social Media
• Disney WONDER DAYS
• Coca Cola (US) SPRITE YARD
• Nike (International) JOGA.COM

13. Mowave Case Study: Self Central UGC/SNS
• Vodafone branded community in NZ
• Launch 9 months Dec 2006
• 25,000 people with rooms
• 80,000 visitors monthly
• 8m monthly page views
• Accounts for chunk total portal traffic
• VF NZ 1.7m customers (4.1m pop.)

14. Self Central: UGC SNS Community Concept
• Functional stand-alone mobile SNS/UGC
Get Noticed, Get Paid. Upload
• Users create individual “Rooms” or group
Your Clips, Pix, and Audio to 4060
Three FoXXZ
“Houses” in mobile community
Get Pic
FoXX’s Room
SpAYCT
• Via mobile, blog in their rooms with images,
Get Clip
Harqui’s Room
video, audio recordings, texts
Dis my sis, watta voice
Get Audio
Da Shack’s Room
• Chat rooms and private chat bet members
Create & Edit My Own Room
€ Free Stuff! Polls & Contests
• Users pay via phone bill to download
Top Content
Cruise Self Central
content and chat
Top Houses
Top Rooms
• Users receive rewards on mobile phone bill
Top Clips
Top Pix
for content sold from own “room” or “house.”
Top Audio
Top Premium Content
Get Connected!
• System: Real-time 24/7 delivery and
Chat
prevetting of all content and chat by
Search Self Central
Who’s Online
Mowave monitor/moderators
View My Room
How To
• Mainly Mobile with PC window on the action
Getting Started
FAQ
T’s&C’s
About Self Central
Copyright

15. Mowave UGC/SNS Key Points
Via mobile, sign up, create room,
upload own pix, vids, audio
Visitors browse free, download
content for micro-fee, owners
get royalty credited to phone bill
Users communicate and inter-
act with other users via WAP
chat
Vettors check all content, inter-
act with users via CRM system
Site Editors plan community
competitions and awards,

16. Major Functionality / Features for Users
• Content types:
Image, Audio, Video Uploads and Downloads
• Customization:
Complete User Customization of own Room and House Look
and Feel: Templates, Colors, Custom Banners and More
• Connecting:
Chat, Private Chat, Guest Books, Favorites, Groups
Rankings, Ratings and Contests
• Peer to Peer Marketing – “My Brand” concept
User Credits, User Rev. Share, Alerts, Subscriptions,
House Memberships, Tag (Brand) Creation, Premium
Content Recommendations and Rev Share
• Promotions, Integrated Ad System
MMS, SMS, Alerts, P2P Marketing Features, Full Search
24/7 Human Vetting and CRM

17. Navigation Sample daNubienz
daNubienz
Top Dean’s Dream
House of DaNubienz
Get Noticed, Get Paid. Upload U found IT now! Dis place gonna
Page
Your Clips, Pix, and Audio to 4060 It must be a dream…it’s that good rok ya lil world! Nubienz all ova
A whole page devoted to yours dis tang. U be reppn us we be repn
Three FoXXZ
truly U too
Get Pic
Add to Favourites
FoXX’s Room
Splasssssssh
Invite to Private Chat
Get Clip
SpAYCT
Get Clip Extreme Krump
Get Clip
Harqui’s Room
Luv r lady lumps
Get Premium Pic
Dis my sis, watta voice
Caribou – My Faves
Get Audio
R Tag Yo! Download it
Get Premium Pic
Da Shack’s Room
And Rep it!
Create & Edit My Own Room Get Tag
Room House
Krumpin on the Inside
€ Free Stuff! Polls & Contests More Content from DaNubienz
Get Tag
Top Content
Connect With Us!
View View
My Pix
Cruise Self Central
Our Blog
My Clips
Top Houses
daNubienz Members
My Audio
Top Rooms
Join Us
My Houses
Top Clips
View Our Guest Book
My Faves
Top Pix
My Blog Sign Our Guest Book
Top Audio
Our Favorite Events
More About Me
Top Premium Content
Our Favorite Houses
I’m jus kikN it down Welly way.
Get Connected
stayn home, krunkn and mixn More About Us!
Chat
trax. Just broke up with my girl
daNubienz was started by Danika
Who’s Online (302) so looking to meet some new
and nubOOtie06. Hope u like our
friends and keep busy if you…
Search Self Central
house n all. Chk out r pix clips
more
View My Room and r blog and be feeln our
My Friends
power. This is a private member
My Favourite Rooms more
How To
Sign My Guest Book How To
Getting Started
View My Guest Book
Get Started
FAQ
How To FAQ
T’s&C’s
Flag as Inappropriate
T’s&C’s
About Self Central
About Self Central
About Self Central
Copyright
Copyright
Copyright
Home

18. Top Content
Navigation Sample
Top Rooms
Cruise Self Central Top Ranked Clips
Three FoXXZ Top Ranked Rooms
Get Cliip
Cruise Self Central FoXX’s Room
Cruise Your Favorite Category:
SpAYCT
Get Clip
Chix With Pix Go To Room
Harqui’s Room
All Guyz! Dis my sis, watta voice
Get Clip
Ur Favorite SC HOTTIEZ! Da Shack’s Room
Go To Room
More Top Clips
SXC
Hot Clips
Krump
Krump fever
Get Clip
Crak UP!
Go To Room
Krumpster’s Room
Da Ride More Top Rooms
Friendz
Get Clip Hot Rooms
Stylin!
Swaeet’s Room
Rizing StarZ Pool it
Get Clip
RH Competition Finalists ((eee))gad’s Room
Go To Room
More Hot Clips
Cruise All Users
Latest Clips
The Poser
Get Clip Go To Room
NemesisXX’s Room
Buddy
Get Clip
DUBLEdutch’s Room
Go To Room
bOOTS More Hot Rooms
Get Clip Back
Vixen’s Room
Self Central
More Latest Clips
Latest Clips
Self Central

19. Connecting sample: paths to communicate/chat
Click to invite to chat direct
Who’s Online Chat Rooms User Room triggers WAP push to
members phone - brings
OFFLINE Users come ONLINE
Who’s Online Chat Rooms daNubienz
Please keep it clean: No hate,
Porn, or DGTZ XCHANGE
Hotchic4me *!!!unique!!!* [D!MΞ
Chat Central
ß!ZZLΞ] Greeneyeboy Dean’s Dream
Choose a Room:
~SydewayZ Mz krunk munkii
babii LARISSA ..THUG..ANGEL.. Chat Central (31)
LitaFord MYK MwntsFEM4fun
Honeyb.Fly Mi$s ****ti Submit
Urban (3)
**CuTiEmAoRigUrL**
Refresh
nykoleaho-* tHa-fReSH-pRiNcE Chillin (4) Add to Favourites
PLATNUM MidNyt Eagle ~///~
Invite to Private Chat Skuxy> lol watz so funi
+::BuB@hli§hU§::+ North of the Bombays (0)
chloe lmao it nly hapenz wen ah luk
Klamenza [t][*][a][r][. Disterbed Extreme Krump
at u haha jp
angel tk* RES BOY PeAcHz 'n' Rock (0) Get Clip
..doggieG. > aWwWw nd mez sdiL
cReAm U kñöw ù w@Ñt
a REIGE dahaha
m€ xX-Wellington-Xx Dean Deep (0)
ladys man> oh it was al gd ms boty
Caribou – My Faves
<Lil-mIs-Q.T> -<$Â¥Lil maori
were u from
Get Premium Pic
boy-<$Â¥ *+*I had u suicidal*+* Points South (0)
Ur SoUlJaHz FaNtA.c..> ...hey
angelvamp Wawa COLOUR
peapz
WIZARD! In need of gf BaYbE Cars (0) Krumpin on the Inside !ChLoE_MWah > Sup sup boi lol
ReRoXz Emo lover Tedey-bare
Get Tag
skux
Taishua bAbIbOoZ_fYnEsT Sport (0)
PLATNUM> Me owties goin 2 luk
**RaCk* !!if u wnt me *** gt me!!
My Pix in da ada rms c u
gangstahlism NoToRiOuS How To
My Clips Skuxy> hay anywun wna tlk
B@bY !! NiUeAnZ-
HowBack candi shop > anybdy wana chat
fYnEsT ..>FaTtY AkA bUbBy<.. To My Audio
View My Room
moffa da mounta GBby Hu luvz
My Houses Auto Refresh
2 FAQ
My Faves
How To
About Self Central/Copyright
More My Blog
Self Central
HowSelect Another Chat Room
To
More About Me
Self Central
Self Central

20. Own Room Admin
Choose a Top Banner
Room Page Attach Content to a Blog
Create a Blog Entry
Select Content to Attach:
Edit
Input your entry:
KMK
Attention: You may only change your
Content Type
Nickname two times!
Edit Nick Name Submit
Submit
Money earned since last payment:
Three of us
$25.15
View My Blog
Your About Me Icons
Select Image
Add Delete
Back
Room Message:
Self Central
Small screens, big Opportunities!
Pool It!
Edit
More About Me:
Select Image
Hi please leave me a message
Edit
Sign/Edit My Blog
Boots
Room Admin
My Clips
Successful Entry Select Image
My Pix
Your Entry Was Successful:
My Audio
Attach Pic, Clip or Audio
Choose Favorite Music,Pix,Clips and
to the Entry Pose
Games
View My Room
View My Blog
Select Image
Disable Private Chat
Back
My Houses Self Central
The Boat House Edit Delete
View More
Create a House
Join a House How To
Friends and Favourites
HowBack
To
View my Guest Book Edit View My Room
View My Favourites Edit FAQ
About Self Central/Copyright
How To
Self Central
FAQ
About Self Central/Copyright
Self Central

21. House Admin: custom banner creation, colors,
headers
Select Banner – Custom
Room Page
Select one of your images to use
to make your top banner
Edit House Name and Banner Select
Room Page Select Banner – Custom
Room Page
WARNING: House names must be
Use the commands below to
more than 3 and less than 25
navigate and choose a slice of
characters
your selected image as your top
Select
Enter New Name Below:
banner.
Submit
Current Banner
daNubienz Select
Right
Left
Choose a New Image from the
Pre-Set Menu Up
Select
Down
Choose a New Image from
Your Own Pix
How To How To
Select
House Admin Page
HowHouse Admin Page
To
House Home Page
House Home Page
FAQ
FAQ
How To Self Central/Copyright
About Select About Self Central/Copyright
Self Central More
Self Central
How To
HowHouse Admin Page
To
House Home Page
FAQ
About Self Central/Copyright
Self Central

22. Users’ Sale of Premium Content
Top Pix and Clips
Premium Pic: CD Cover Maroon 5
TOP SELLER: eeZZee
NO. 2 SELLER: MDnezian
• Branded and rights managed content
Premium Clip: JFL Firefighters
Catalogues integrated into system
TOP SELLER: eeZZee
NO. 2 SELLER: MDnezian
More Top Pix
• Users can link to favorite premium content
More Top Clips
And run own store – receive royalty as “distributor”
Top Tunes and Games
Premium Music: Ne-Yo, Because
on site
Of You
TOP SELLER: Gawjus
NO. 2 SELLER: BaybeeB
Game: Ninja Kid
TOP SELLER: STinkster
NO. 2 SELLER: tankgurl
More Top Tunes
More Top Games
Hot Content
Premium Clip: Sopranos 1/4
TOP SELLER: TONYTONY
NO. 2 SELLER: The Don
Game: Bejeweled
TOP SELLER: STinkster
NO. 2 SELLER: tankgurl
More Hot Premium Content
Latest Clips
Self Central

23. Lessons: the “Operator-Branded” Launch
Advantages
• Positioning, marketing = traffic
• Integrated user experience
• Credibility
• Understanding of customer
Disadvantages
• Reliance on external opco resources =
delays/glitches
• Proprietary mark-up / system development
reduces product scalability

24. Lessons: Marketing for Imagined Customers

25. Reality Check: The real audience….no PC,
little money but lots of time, creativity and energy

26. Self Central User Profiles
• 55% female/45% male
• 23% users are members with rooms set up
• 77% users have not set up a room
• Many with no PC or little PC access
• Majority prepay
• Royalty rewards drive business

27. Lessons: User Behavior
• General points PC SNS vs Mobile SNS
• Relationship of Context to Content
• Chat behavior = 30% of traffic
• Purchase/payment/motivation =
– fame & fortune & community

28. Self Central Basic Site Stats
• 8,000,000 Monthly Page Views
• 80,000 monthly average visitors (with no promotion)
• 8.48 Average Pageviews per Visit
• 00:08:02 Average Time Spent on Site per Visit

29. Vetting/Monitoring: 24/7 Content Standards
and Rights Management
Full content standards and access
control systems. Mowave’s platform
provides airtight vetting and
vetting system combining configurability.
24/7 human and automated
elements safeguards content
standards
Mobile licensing experience allows
Mowave to incorporate the sale of a
variety of premium content in
addition to user-generated content.
Constant policing guarantees
perfect adherence to local
standards.
Vetting is done according to Vodafone’s guidelines – no unchecked
content is posted – professional monitoring

30. Business Models: Referrals to Content
Retailers

31. Content Overview
Content standards and vetting
• 30% of content submitted is published
• 57% not approved by vettors
• 13% deleted by users themselves
Content downloads via MMS
• 54% video
• 38% images
• 18% audio

32. Business Models: Mobile Ads Coming of Age
Sample Ad Report
Huge traffic numbers and intense user loyalty
become a point of engagement for advertisers
A wide variety of marketing and promotion
options:
• Banners
• Custom Rooms
• Promotions
• Competitions
• Polls and Questionnaires Results: 5% Click Through
Referred Sites See
10-Fold
Traffic
Increase

33. Conclusions
• Customer profiles – different from premium
download customers / PC community users
• Risk – minefield of rights and liability creates
risk for brands without fully-managed system
• Solution – own-branded community with full
prevetting and editorial control

34. In the Pipeline: OFF-PORTAL
Three FoXXZ
D2C SNS/UGC
Download Hot Videos and
More All Free at SexcFree
Three FoXXZ
Get Pic
• Open Platform
FoXX’s Room
SpAYCT
Get Clip
• Mobile-centric
Harqui
Dis my sis, watta voice
Get Audio
• PC-web extensible
Da Shack
Get Started! If’s FREE!
Free Stuff! Polls & Contests
(widgets, gadgets, etc.)
Cruise Joyntz by Category
Get the Highest Payouts at
Jackpot Mobile Casino
• Advertising friendly
Top Content
Top Joyntz
Hot Rooms
• Non-opco dependent
Top User Clips and Pix
Top Recommended Content
Top Audio
• Own-branded, white-label
Get Connected!
Chat
• Full- or flexible vetting
Search
Who’s Online (302)
View My Room
How To
Getting Started
FAQ
T’s&C’s
Get Great Content at OPNR
Copyright

35. Mowave Contact
HQ:
Amsterdam, Netherlands
Singel 125-1, Amsterdam
Netherlands 1012 VH
+31 (0)20 421 2411
Thank you!
London
Giles Richter
richter@mowave.com