milia v10

Slide1: 

Mobile Entertainment David “DC” Collier | DC@gamelet.com Programming Machines That Go Ping | www.MTGP.com Robert Tercek | Tercek@mtgp.com

Content is king.: 

Content is king. John Malone | Liberty Media

Everybody talks about 3G and all this other stuff.But we all know that content and applications are the key.: 

Everybody talks about 3G and all this other stuff. But we all know that content and applications are the key. Paul Jacobs | Qualcomm

Compelling content can save high-speed mobile networks from certain financial doom: 

Compelling content can save high-speed mobile networks from certain financial doom Matthew Norden | Forrester Research

“Content” is a euphemism : 

“Content” is a euphemism Gary Andrew Poole for a lack of technical knowledge

“content”: 

“content” is a bad word

PROGRAMMING!: 

PROGRAMMING!

Media Value Chain: 

Media Value Chain … resembles the traditional manufacturing supply chain. Manufacture Distribute Retail Create Content Syndicate Exhibit True for fixed media (DVD, CD, video) as well as broadcast

New Media Value Chain: 

New Media Value Chain … bears superficial similarity to old model. Manufacture Distribute Retail Create Content Syndicate Exhibit Develop Serve Browse

Distribution is the Friction Point: 

Distribution is the Friction Point … where media companies battle network operators. Manufacture Distribute Retail Create Content Syndicate Exhibit Develop Serve Browse

Distribution is the Friction Point: 

Distribution is the Friction Point Manufacture Distribute Retail Create Content Syndicate Exhibit Develop Serve Browse Portals Directories Home Deck Aggregators Distributors Syndicators … where media companies battle network operators.

Value Control in Digital Network: 

Value Control in Digital Network … shifts to the ends of the value chain. Manufacture Distribute Retail Create Content Syndicate Exhibit Develop Serve Browse Consume

The power of the return path: 

The power of the return path Creator Syndicator Exhibitor Consumer

Programming Goals: 

Programming Goals Acquire new subscribers. Retain subscribers / reduce churn Extract additional ARPU (avg revenue per user) Differentiate the service

Mobile Programming special qualities: 

Mobile Programming special qualities Personalization On Demand Self-expression & Communication Network Aware

1. Personalization: 

1. Personalization Evolution of media objects: Ringtones Screensavers Standby applications Customized base applications

Screensavers: 

Screensavers Bitmap screensavers “Charappa” by Bandai Networks Screensavers | Japan | bitmaps 2M users x $2 = $4M per month

Screensaver-applications: 

Screensaver-applications Beyond static images, active screen-savers. Clocks memo pad weather forecast TV guide Caller screening “Machiuke Tokeiya” by Klab for Cybird Screensavers | Japan | DoJa

Screensaver game: 

Screensaver game A screensaver of Mickey doing snowboard stunts! You can interrupt and play the game Sports | Japan | 1 player | J2ME + 3D | “Mickey Snowboarding” by Disney-i

Ringtone revenue has overtaken singles sales in Europe: 

Ringtone revenue has overtaken singles sales in Europe 1.6BN Eur.

Ringtones & Downloads: 

Ringtones & Downloads Zingy.com: 3100 ringtones 4000 group graphics 150 voicemail greetings Text & image messages Games Ringtones | USA | Zingy.com

Beyond Polyphony: 

Beyond Polyphony TV/Film themes Oldie Hits Classical/Opera Jazz/Blues/World Music Sports Ringtone | GSM | beatnik | “Retro Ringtones” Thomas Dolby examples recorded off a Nokia 3650 phone. “Chakku Uta” KDDI Direct CD recording clips for your ringtone “Streaming service” Warner Music Group Available now in USA on Sprint’s 3G network

Ringtone games: 

Ringtone games Musical “Puzzle” i-Appli Song file is broken into nine pieces. Order of the pieces is shuffled. User must place the pieces in correct order to complete the game. Administration tool allows provider to easily change the song used for the game. “Song Scramble” by Theta Ringtone app | Japan | 1 player | Java/DoJa + midi |

Beyond Ringtones: music game: 

Beyond Ringtones: music game Great rhythm game now on the small screen Downloads new tunes every day to play to Helps Sega cross promote their games to their ringtone subscribers and vice-versa Rhythm | Japan | 1 player | J2ME + midi | “Samba De Amigo” from Sega

Japan’s three mobile carriers made $9.9 billion in revenue from mobile content in 2002, up 62% from 2001.: 

Japan’s three mobile carriers made $9.9 billion in revenue from mobile content in 2002, up 62% from 2001. 47% of the java downloads on I-mode are games – what are the other 53%? DoCoMo alone paid $1BN to content providers

Beyond Calendar: 

Beyond Calendar Blending the lines between pre-installed and downloaded apps Base app | Japan | 1 player | J2ME | “Pet Calendar” by Success

Beyond Email: 

Beyond Email “PostPet Traveller” from Sony Base app | Japan | 1 player | J2ME |

Beyond Camera: 

Beyond Camera Many phones come with a basic “camera” app This extends that allowing you to do fun things with the photos Fotofit to add backgrounds FotoPuzzle to play games with your pix Camera fun | UK | Symbian + camera | “Photo FunPack” from Iomo

Beyond Tamagotchi - cameragotchi: 

Beyond Tamagotchi - cameragotchi A cute virtual pet? Use the camera to create food to feed! Shows when you have mail as a screensaver You can IR rare food items to your friends Virtual pet | Japan | 1 player | J2ME + camera + IR | “Shakariki Petto” from Panasonic

2. On Demand: 

2. On Demand Evolution of Downloaded Applets: From simple to complex. From single item to themed bundles and packs. From pay-per-play to subscription

Simple Game: 

Simple Game Simple but fun puzzle game Developed by one guy working alone, but then picked up by a major player for distribution “Fuwapon” by Maru-kun for Taito Action puzzle | Japan | 1 player | J2ME |

Refillable Game Engine:: 

Refillable Game Engine: Very simple game formats popular in print magazines throughout Japan One engine gets refreshed with new puzzle content everyday Free download includes a couple of trial puzzles but you can register directly within the appli for more Puzzle + | Japan | 1 player | J2ME | “Pencil Puzzler” by Cybird/K-Lab/Sekai Bunsha

Simple Games: 

Simple Games A fun little rump Catch poop falling from the pink bum at the top of the screen This game spread virally like wildfire in Japan much like “gnome bowling” on the US ‘net Viral novelty | Japan | 1 player | J2ME | “Shit Panic” by Nekozone

Carriers will offer tiers of service, packaged like cable TV offerings.: 

Carriers will offer tiers of service, packaged like cable TV offerings. Mike Walters | Nokia and they might look something like this…

Trend: Game Packs - bundling: 

Trend: Game Packs - bundling Go By Train Space Invaders Puzzle Bobble Psychic Force Fuwapon “Game Selection” by Taito Gamepack | Japan | 1 player | Java

Trend: Content refresh: 

Trend: Content refresh New games every month to stop unsubscribing For $1/month take up to three games Using Tetris to bring people in and other games to keep them Gamepack | Japan | 1 player | DoJa | “Petit Appli” by G-Mode

Trend: Sub-portals: 

Trend: Sub-portals An “Atari corner” to create branded presence on a leading portal Created a “coins” system to extend DoCoMo’s subscription-only billing system Users pay 300yen/month subscription to Dwango 7 and get 3 “premium coins” Each premium game costs 1-3 coins We created a mini-economy “Atari Corner” iFone and Dwango

Trend: Blockbusters : 

Trend: Blockbusters The stakes are getting higher! The time of the 20k puzzle appli is past Amazed this works on a phone? Only 30k of code too! simulation | Japan | n players | J2ME + network | “Sim City” by Hudson (EA)

Brand Extension: Toy : 

Brand Extension: Toy Mattel Magic 8 Ball Nuvo Studios Ask a question and the Magic 8 Ball will give you an answer. prediction | USA | one player | J2ME | “Magic 8 Ball” by Nuvo/Mattel

Brand Extension: TV Game Show: 

Brand Extension: TV Game Show “Very very profitable” Mobilized web games Game rules mimics shows Monthly game packs add new answers, puzzles Gameshow | USA | 1 player | BREW & J2ME | “Jeopardy”, “Wheel of Fortune” by Sony Pictures Digital Entertainment

Brand Extension: Movie: 

Brand Extension: Movie shooter | Finland | 1 player | SE P800 + Fathammer 3D | Scripted play works well w/ stylus input of SE P800 Gameplay similar to Virtua Cop, House of the Dead Crazy good 3D Bundled with the phone http://www.fathammer.com/games/mib2.shtml “Men In Black II – Alien Pursuit” by Fathammer for SonyEricsson

Brand Extension: game > theme: 

Brand Extension: game > theme Game characters are interactive toys outside the game “DQ Friends” by Enix plaything | Japan | 1 player | Docomo Java |

Trend: 3D Games: 

Trend: 3D Games First person boxing game using 3d polygon engine Transparent polygons! From HI Corp who developed the tech and bandai who pitched it to the carriers Create your character on a web page, then it appears in your personal version of the appli! Action | Japan | 1 player | J2ME / DoJa 2.0 + 3D | “Polygame Boxing” by HI Corp/Bandai

Trend: 3D Games: 

Trend: 3D Games Docomo regards the ‘505’ handset as a PlayStation 1 Currently many japanese game companies are porting hit 3D PS1 titles to mobile RidgeRacer was the pack-in game for the PS1. Different makers are bundling games with their handsets. “Psychic Force” by Taito “Chokobo” by Square for Mitsubishi

3. Self-expression: 

3. Self-expression MMS composition on handset Dating & mobile community

Multimedia Composition: 

Multimedia Composition Use SanRio’s “Hello Kitty” to send messages to your friends. You can choose what outfit she wears and different compositions “Kitty Mail” by Imagineer Messaging | Japan | J2ME + mail + browser |

Multimedia Composition: 

Multimedia Composition Construct short movie like sequences Choose your set and characters Send messages to your friends “SMAC” by D-Film Messaging | Europe | mail + browser |

Multimedia Composition: 

Multimedia Composition Send expressive MMS messages from phones without a camera You need more than text to really convey your meaning! “Xpressive MMS” by Futurice Messaging | Finland | J2ME + MMS |

Multimedia Composition: 

Multimedia Composition Funmail “Text to picture” engine Type in text message (eg SMS) Send to funmail shortcode with your targets address FunMail engine picks images to match your text Sends as EMS/MMS/… based on recipient Messaging | USA | SMS > EMS/Flash | “Funmail”

“The medium is the message”means that there is no content in any medium.: 

“The medium is the message” means that there is no content in any medium. Charles Reich | The Greening of America

The user is the content.There is a total transformation of the user by the interface.: 

The user is the content. There is a total transformation of the user by the interface. Marshall McLuhan In a letter commenting on Charles Reich’s remark. and they might be transformed into something like this…

Multimedia Composition: 

Multimedia Composition Messaging | USA | “3DMe”

Multimedia Composition: 

Multimedia Composition “Messenger” by Eyematic Choose a character and expression to go with your message | Messaging | USA | Brew |

Self-expression: Emoticons: 

Self-expression: Emoticons Different carriers have different “emoji sets” “Emoji” on J-Phone | Messaging | Japan | all email! “Emoji Para” by Softbank-V “Kyara Comyu” by K-Lab

Tamagotchi + community: 

Tamagotchi + community Seems like a nice 3d graphic tamagotchi But there’s a hidden surprise if you keep playing! From “Kyarappa” to “Mail De Koi” Bandai Networks keep turning out unique mobile programmes… Virtual pet + | Japan | ?? players | J2ME + 3D | “Inu Tomo” by Bandai

Self Expression: music: 

Self Expression: music “Handy Karaoke” | Singing! | japan | hardware extension

Inter-Species Communication: 

Inter-Species Communication Docomo want to sell more wireless devices than there are people in japan. “Bowlingual” by Takara/Index

4. Network-aware: 

4. Network-aware Multiplayer Peer to peer networks Location Detection Cross Media: multi-network access Micro Transaction Capability

Trend: Multiplayer games: 

Trend: Multiplayer games Ranked #3 on docomo’s game pack menu Good variety of games including board games and sports like Billiards Packet fees are still very high and ICPs don’t get a cut, so little motivation to get users rack up huge packet fee bills. Example: a game of othello will cost 50cents per player Korea is much more flourishing for multiplayer where the biz model supports CPs “Table Game Jam” by G-Mode Board | Japan | 2 player | DoJa

Trend: p2p networking: 

Trend: p2p networking Create your own virtual aquarium, bring up fish and then beam exchange them with your friends! “Aqua Mode” by Moss/Bandai Networks | Game | japan | DoJa + infra-red

Camera + IR: 

Camera + IR Fighting Game that uses the camera Using photos to create your characters Depending on the photo different attributes: life, power, speed Add text comments Play against other people via infrared NEC used this game to promote features of their N504iS fighting | Japan | n players | J2ME + camera + IR | “Photo Battler” from NEC

The fun depends upon human interaction. Sociology beats technology every time.: 

The fun depends upon human interaction. Sociology beats technology every time. Lester Thurow

Mobile Community: 

Mobile Community White label service from Bandai branded as AU/KDDI “GroupWare for Juveniles” “Team Factory” by Bandai for KDDI | community | japan | browser/java + email

Mobile Community: 

Mobile Community carriage agreements with all US carriers user-generated voice, text, and picture content Targetable user profiles and affinity groups Over 4 million messages sent per day first cross-carrier MMS app in the US, picture group messaging developed with Nokia and AWS. “UPOC” | Community | USA | SMS/MMS/Web

Mobile Community: Dating: 

Mobile Community: Dating SMS Matchmaking Parameters include: gender, age, music Actions include: set, meet, match, kiss, flirt, hit, dance, yell, date, touch, lie… Act via a 1-5 scale Server interprets both actions and returns the result. “kiss 5” = “Adam gave Eva a long sucking kiss…” dating | Sweden | 2 players | SMS | http://www2.picofun.com/mtvamour/wes/walkthrough “MTV Amour” by Picofun/Aspiro

Mobile Community: Dating: 

Mobile Community: Dating dating | UK | n players | SMS | Saw You Descriptive Instant Messaging Engine V1 V1 V2 V1 1 2 The ability to instantly contact anyone by simply describing them !!! V1 “Saw-you.com”

Location Aware Game: 

Location Aware Game Location based fishing game. The phone’s GPS is used in this game to send info to server You compete against other people in your area Bundled with the C3003P as a Brew app simulation | Japan | n players | BREW + GPS | “Fishing Anywhere” from Panasonic

Location-Aware Game: 

Location-Aware Game From It’s Alive in Stockholm SMS based real world action game - Like paintball or assasin! Use website to get a new mission/target/ purchase weapons. Run to location, phones position tracking let’s you know if you “hit” opponent The phone becomes a radar system The real world is the game arena http://www.itsallive.com Location game | PC + SMS | Instant Messaging “Botfighters” from It’s Alive

Location-Aware Community: 

Location-Aware Community ImaHima = “Are you free now?” Location based buddy list and IM “I am in shibuya and feel like chatting You can also meet “new friends”  AOL invested and IH built mobile AIM Location | Japan | Browser + Email | “ImaHima”

Location Aware Add-ons: 

Location Aware Add-ons Karaoke > Hungry > Hotel http://www.navigety.tv/ “NaviGety” | Dating | japan | hardware extension

Cross Media: SMS and playing cards: 

SMS games which are played with glossy cards Visible and Funny! Different apps Dating – cards tell you short cuts Labryinth – you can navigate the maze on your card using SMS Football Copyright: Patent # 2198711 by Nikita Dating, strategy | russia | multiplayer | SMS + playcard Cross Media: SMS and playing cards

Cross Media: link to PS 2: 

Cross Media: link to PS 2 Play every day! Tamagotchi type game allows you to train your players and build your team on the phone Use on the PS2 Power Pro is Japan’s biggest selling PS2 game Players from your mobile version give you codes you can punch into the PS2 Sports | Japan | 1 player | J2ME + playstation connect | “Power Pro” by Konami

The mobile net is by definition transactional.: 

The mobile net is by definition transactional. Donna Campbell Ericsson CyberLab NY

Cross Media: link to Web: 

Cross Media: link to Web Graphic Chat | Finland | n- players | premium SMS & Web “Habbo Hotel” by Sulake Play on PC Pay via Mobile. Purchase virtual objects using Premium SMS Multiplayer Graphic Chat

Cross Media: link to Web: 

(DESIGN – UNDER CONSTRUCTION) Cross Media: link to Web Chat game | Denmark| 5+ players | premium SMS & Web play |

The demographics of broadcast TV viewers will begin to resemble those of smokers: older,  less educated,  less wealthy.: 

The demographics of broadcast TV viewers will begin to resemble those of smokers: older, less educated, less wealthy. Nicholas Donatiello

Cross Media: link to TV: 

Cross Media: link to TV Multiplayer Voting Send premium SMS to respond to TV questions Input from many players is rendered on TV… with results announced on live TV. Voting / Polling | UK | n- players | SMS & TV connect | TV Polling by Red Fig

Cross Media: link to TV: 

Cross Media: link to TV ARPU: 4 Euro/month 1000-4000 viewers / show (weekdays, afternoon) Cost per game message: 0,59e Cost per TV Chat message: 0,84e WaterWar attracted 5000 players during first 4 months no prizes for winners (yet) no radical decrease in messages after 7 months live Additonal increase in revenues by promoting other SMS based services during WaterWar (e.g. Love Calculator) “WaterWar” by FranticMedia Strategy game | Europe | n-players | SMS & TV connect |

Sales & Marketing: 

Sales & Marketing

You can’t even rely on the carrier to get the marketingright.: 

You can’t even rely on the carrier to get the marketing right. Media executive, Munich

Jphone brochure: 

Jphone brochure

J-Phone : 

J-Phone Beckham campaign with Vodafone Bi-monthly appli games catalog

What Beckham is really thinking…: 

What Beckham is really thinking…

DoCoMo brochure: 

DoCoMo brochure Weekly Guide free listing of new and updated services In-store catalogs Site flow charts Screenshots Which phone features are used CP produced fliers Distributed in-store for free

in-store: 

in-store

Marketing: CP flyers: 

Marketing: CP flyers Distributed to retail for free by carrier

The Internet puts the masses back in mass media.: 

The Internet puts the masses back in mass media. Howard Rheingold

Mass marketing: magazines: 

Mass marketing: magazines

Thank you!: 

Mobile Entertainment David “DC” Collier | DC@gamelet.com Programming Machines That Go Ping | www.MTGP.com Robert Tercek | Tercek@mtgp.com Thank you!

Appendices / : 

Appendices /

Slide91: 

Thank You! David “DC” Collier & Robert Tercek Machines That Go Ping London • Stockholm • Los Angeles • Tokyo • Edinburgh Are you transformed?

Application Subscriptions: 

Application Subscriptions

S&M: Cross-promotion: 

S&M: Cross-promotion Huge problems with mobile spam means the carrier has all but banned mobile marketing There are ways of cross-promoting sites though… Examples: Exit traffic Merging media types Related giveaways – eg free ringtones on a games site.

Trend: Unofficial Aggregators: 

Trend: Unofficial Aggregators A number of sites have sprung up that feature “free” java games from the huge community of hobby developers The biz models vary including: Selling developer tools Intake for selecting and selling best official contents Recruiting developers Carrier sponsored Examples GigaAppli Spicy Vector AppTama

Cross Media : link to TV: 

Cross Media : link to TV Multiplayer Game Send premium SMS to influence asteroid trajectory. Input from many players is rendered on TV 84 cents/message 4500 sms/hour on MTV3 ($3780/hr) Space Game | Finland | n- players | SMS & TV connect | “Astronaut” by Intervisio

Facts 2: 

Facts 2 1.2 billion phones in use 440 million sold last year

Japanese & Korean Markets: 

Japanese & Korean Markets I-Mode (Japan) Text Messaging * Includes quizzes and puzzles ** Includes chatting, bulletin board, humor, comics, horoscope, and entertainment news *** Assumes that users’ visits to independent sites are similar to their visits at the official site ; 25 11 29 4.3 N/A 36 12 20 3 6 11 N-Top (Korea) i-mode access breakdown*** Percent; Sept 2000 n-Top (SK Telecom) access breakdown Percent; Aug 2000 12 N/A N/A Ring tone/screen download Games* Other entertainment** Information Transaction Directories

Simple Game: 

Simple Game From Teruya Very simple puzzle mechanic But lots of fun! Teruya has a range of tiny games that are all very well finished Puzzle | Japan | 1 player | J2ME | “Magnet Puzzle” by Teruya

Trend: Bundling: 

Trend: Bundling Expert use of the Tetris brand to acquire customers and many other games to keep them. Have fully exploited tetris brand in a wide range of games Announced profits of $1M on $10M turnover Went public late 2002 Ranking: Mini tetris 2 Klondike Tower Of… Ochitama Little Slots Fruits Fruits Tetris 3 Couple Pyramid 13 Ninja Pyon pyon paradise Mini-tetris Gamepack | Japan | 1 player | DoJa | “Petit Appli” by G-Mode

Sales & Marketing: 

Sales & Marketing One of the biggest missing links in American mobile business is informing the consumer ICPs are very dependent on the carrier for acquiring customers Unlike europe where SMS charging enables a whole business of selling straight off the page But ICPs are very adept at cross-marketing and retaining their customers