This document discusses the mobile market and product offerings in Spain. It notes that different demographics use different mobile services and substantial growth is still available if service delivery meets expectations. The Spanish mobile marketing industry grew significantly from 2007-2009, especially in applications and internet on mobile. By 2011, 75% of people globally will have a mobile phone. The document suggests offering local mobile content like information on restaurants for travelers. Sports content is also popular in Spain. It proposes a mobile service that provides fans information about their favorite athletes. The document analyzes approaches to address issues like decreasing conversion rates or traffic over time.

1. Product offerings
Spanish market and portals
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2. 01 market research
02 Mobile market and trends in Spain
03 Product offerings
04 What if
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3. Market Spain Products Metrics What if
Offering
Different services are used by different demographics
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comScore - Jan 2009 3

4. Mobile content research - from the consumer angle
Substantial growth still available if the service delivery can match expectations
TNS 2008/2009
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5. Market Spain Products Metrics What if
Offering
Investment evolution in the Spanish Market
Evolution of mobile marketing by category (2007-2009) million of Euros
Applications and internet mobile had the greatest growth
Mobile Marketing Association research Spain 2009
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6. Market Spain Products Metrics What if
Offering
by 2011 75% of the world population will have a mobile phone
What do customers WANT?
Engagement…
x
What do customers NEED?
Easy access to information
Useful and relevant apps
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7. What do I need to know when I travel to a
different city or country?
Growth in
Local Mobile Content in
Spain
Idea: 70% - Restaurants1
Companies offering:
X
X
X
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1:2008 /2009 in Spain Source: comScore Mobile 7

8. Many users in Spain love sport and they want to
know everything about their idols
[ insert client logo in this box ]
What would
you like
to know
about
your
Top 10 gaining idol?
site categories in Spain
by number of Spanish U.V (Age 15+)
SPORTS2
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2 Source: comScore Mobile – 8
2008/2009

9. Approaching a “what if” scenario
Consistent traffic volume overtime
But conversion rate/sales are decreasing
Conversion rate down overtime
Conversion/traffic V.S decreasing overtime
Conversion/ U.V is decreasing
Repeated visitors have stopped paying the subscription
or
Less U.V. are purchasing
or
Both
• Monitor ads constantly
• Interaction rates, check abandonments • Offer a free trial to U.V - attract new
Proactive users and subscriptions
• Change ad placement that are not performing
• Offer discount with new packages for
Reactive • Monitor ad display and page relevance existing customers - Cross-selling
• Add or change players, info and images to keep it • Enhance user experience
fresh - engagement
• Measure repeat customer /transactions/revenue
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