Presentation for PPA Conference about Channels, Platforms and Monetization of classified content

1. Classifieds
PLATFORMS, CHANNELS, MONEY

2. Introduction Mobiya
Sacha Vekeman, Founder Mobiya
Mobiya is a software company for classified
media with a focus on monetizing buyers and
sellers in print, online and mobile marketplaces
using mobile interactivity and digital services
Business model: revenue share over mobile
Authentication, Alerts and Adverts
Background
 Started in 2006, privately owned
 Worldwide patented technology
 Active in the UK, India & Africa
 Headquartered in Oxfordshire
CONFIDENTIAL AND COPYRIGHT 2013 SACHA VEKEMAN (+32 499 504050)

3. Mobiya Platform Evolution
2006/2008 PRINT Classifieds with mobile interaction:
Posting-Listing-Responding
Prototype development in Benelux
Proof-of-concept Metro newspaper
Customers quickly adopted the mobile classified
service, but publishers not organised to grow it
2009/2011 ONLINE Classifieds with mobile
authentication: Real-Time Service Buyer/Seller
Direct-to-Consumer in the UK, focus on pets
Largest online aggregator of pet content
500k monthly visits, conversion at 5%
2011/2013 MOBILE Classifieds with mobile-only user
experience: Subscription Service Alerts
Launched in India with largest mobile operator
Indexed millions of domestic jobs
Conducted first consumer tests
CONFIDENTIAL AND COPYRIGHT 2013 SACHA VEKEMAN (+32 499 504050)

4. Mobiya Channel Evolution
Newspaper Distribution
 100% dead business model for Mobiya in
Western Europe. Not to say print is dead…
 Online newspaper portals provide poor
conversion. What is the real value-add?
 Traditional advertising models do not support
revenue share business models! Why?
Digital Distribution
 Search Integration: 100% focus on integration
with dominant search provider, Google.
 Mobile Integration: 100% focus on HTML5 due
to non-real-time nature of app-content
 Social Media Integration: unproven, but testing
CONFIDENTIAL AND COPYRIGHT 2013 SACHA VEKEMAN (+32 499 504050)

5. Mobiya Monetization Evolution
Online Monetization (UK Market):
 Monetization over ‘Authentication’ service
 Creates a scam-free and safe online marketplace
 95% of revenue generated via premium SMS
 Bottom line of about $1M per content category
Mobile Monetization (Emerging Markets)
 Monetization over ‘Alerts’ & ‘Adverts’ services
 100% of revenue via SMS, premium and free
 Business model in these markets are recurring
revenue with a growth potential of 100x the UK
100% Ignored revenue: Online advertising! It’s not
worth the effort.
CONFIDENTIAL AND COPYRIGHT 2013 SACHA VEKEMAN (+32 499 504050)

6. Conclusion for Publishers
Companies such as Mobiya disrupt traditional publisher markets
Investment efficiency of Mobiya
 Invested $1M (3yrs) generated $3M (3yrs)
 Re-invested $3M (3yrs) and gained access to a market with
billions of mobile users (India, Africa)
Technology focus and business growth of Mobiya
 Technology-only, highly automated, no employees
 Growth is pure organic, no advertising spending
Publisher are now in serious survival mode. What to do?
Invest: buy technology rather than people! Buy software
companies rather than online/print publications
Automate: threat of technology is real, recruit CIOs and CTOs
rather than more product and brand managers
Integrate: publishers lost their digital distribution and brand
value, start thinking how to integrate rather than dominate
CONFIDENTIAL AND COPYRIGHT 2013 SACHA VEKEMAN (+32 499 504050)