Introducing mobile interactivity for classified publishers at the Digital Publishing Association Annual Conference in Brighton

1. Mobile Interactivity
for Classified
Publishing
Brighton, 2008
Presented by Sacha Vekeman
© 2008 Mobiya Limited | Confidential

5. From 1988 secondary school here:
From 1994 university Gent:
Since 2005 I live here with my family

10. 2006 Mobiya: First Generation Product

11. 2007 Mobiya: Second Generation Products

12. 2008 Mobiya: Third Generation Product

13. 2008 Mobiya and Oodle: Meta-distribution and SEO

14. 2008 Mobiya and Consumer Media: Strong Distribution

15. 2008 Mobiya and Consumer Media: Strong Distribution

16. 2008 Mobiya and Consumer Media: Strong Distribution

17. 2008 Mobiya and Business Media: Migrating our Customers

18. 2008 Mobiya and Google: The Importance of Search

19. Near Future: The Importance of Privacy
Private phone Mobile phone

20. Near Future: The Importance of Privacy
Mobile phone

21. “Classifieds.”

22. Classified advertising starts with...

23. Looking for an new owner...

24. How do they find each other?
Print Media
• Magazines
• Newspapers
• Free sheets
• Street flyers
Online Media
• Media portals
• Search engines
• Social networks
• Directory Services
Broadcast Media
• Radio
• Television

25. Connecting & Communicating
Yesterday Today
Facebook
mms
1985: Land line SMS
msn/IM
rss
1995: E-mail Text
Twitter
1998: Web voip wap
Search
2005: Mobile

26. My frustration with Classifieds
• 50,000 classified sites out there. Why bother?
• Why pay for classifieds? Perception of “Free”
• 50% of the population has NO broadband
• Mobile penetration is 100% !
– I want to simply use my mobile to create ads…
– I want to be contacted directly on my mobile…
– I want to be alerted via SMS on my mobile…
– and much more.

27. “Mobile Classifieds.”

28. It’s
I can ME
SNAP
I can
TEXT
It knows my
LOCATION

29. “Online Classifieds.”
[ Before ] [ After ]
WEB & SEO Mobile = Digital
PayPal, Skype SMS is Simple
Registration Private & Direct
Upselling Unbundlining

30. “Mobile Classifieds.”
[ Before ] [ After ]
WEB & SEO Mobile = Digital
PayPal, Skype SMS is Simple
Registration Private & Direct
Upselling Unbundling

31. Seller side: Unbundling Information
And how to make money from it?
Add location = £1pm
Ad description = £1pm
Add Category = £1pm

32. Buyer side : Creating Transparency
And how to make money from it?
Responses are charged £1
per response
£1 £1
£1
£1
£1 £1
£1
£1
£1
£1
£1 £1 STOP
£1

33. How does it work?

34. Do it yourself :
Simply take a picture of the item you want to
sell, describe it and text it to the number
66121
… and follow the step-by-step instructions

35. We manage mobile user experiences
Contact Direct: Text
AJDTJM to 66121
START HERE
HTTP request Direct from web
SMS request Direct from mobile
FREEMSG: reply with OK to retrieve contact details at 25p TXT: OK
from web

INFO: the mobile number of the advertisers is…
from mobile
FREE ALERT: someone responded to your ad, reply with OK
SEND
to retrieve contact details at 25p

INFO: the mobile number of the advertisers is…
TXT: OK
 INFO: the mobile number of the responder is…

36. To whom it matters?

40. “your readers…”
&

41. “…all have mobiles”

42. Role of Mobile in Classifieds?
[ Function ] [ Benefit ]
Always On Mobile = Digital
User Experience SMS is Simple
Personal Device Private & Direct
Advertising Unbundling

43. “We want you as a Publisher”

44. Why?
• You have an existing classified business
– Improve your classified monetization
– Intensify your classified distribution
– Measure your classified performance
• You are new to classifieds
– No cost to enter a very lucrative market
– We’ll give you content and traffic
– We’ll give you a revenue stream

45. Meditation
“What does Mobile Classified Interactivity mean to me?”
– As a directory publisher?
– As a data provider?
Think!
– Direct marketing opportunities over mobile
– Drive delivery of your data to new channels
Supported by a B2B, B2C, C2C
interactive classified ecosystem

46. Mobiya Today
Active in 2 countries, in 3 languages
7 media publishers
Working with
Interconnected to 9 mobile operators
Growing company with 11 employees
10,000’s of consumer, millions of SMS transactions
+ constantly adding net revenue to your bottom line

47. thank
you sacha@mobiya.com