Sell the Steak, Not the Sizzle:

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Sell the Steak, Not the Sizzle Consumer Mobile
Email
Branko Zatezalo Chief Technology Officer (416)
849-4210 branko.zatezalo_at_mpathix.com
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Presentation Outline

• Multimedia, Email and Mobile Messaging
• Enterprise vs. Consumer
• Consumer Mobile Email Options
• Service vs. Mechanism
• The SMS Blueprint
• Reaching Consumers with Mobile Email

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Multimedia, Email Mobile Messaging
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Multimedia Mobility

• Download and sync full songs
• Download and watch music videos
• Download news, weather, sports, etc. (Video Clips)

• Watch Live TV

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Email Mobile Messaging

• Currently 3 billion wireless accounts and email
  accounts combined
• No signs of decline
• SMS Messages
• March 2006 (UK) 3.19 Billion
• July to December 2005 (US) 48.7 Billion
• 2005 (Asia-Pacific) 540 Billion
• Digital-Lifestyles.info, plight//digital-lifestyl
  es/display_slippage?sectioncmid3210
• TG Daily, plight//www.tgdaily.com/2006/04/07/cell
  phone_subscribers/
• Portico Research, plight//www.zdnetasia.com/news/
  communications/0,39044192,39252956,00.htm
• Email message predicted at 2.7 trillion world
  volume in 2007 (approx. 15 increase from 2006)
• email labs, plight//www.emaillabs.com/resour
  ces_statistics.htmlemailusage

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Signs in Enterprise Markets

• RIM Q42005 revenues 92 from Q42004
• Treo Smartphone Q3 2006 sales 102 from
  Q32005
• Predicted 100 industry growth per year for the
  next 3 years
• Global Information Inc., http//www.gii.co.jp/engl
  ish/rd32776-e-mail.html
• Email and Mobility are not strictly enterprise
  phenomenons

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Consumer Opportunity

• 40M N.A. consumers want email on their phones
• 
  
  IPSOS Public Affairs
• Worldwide mobile email market to be over 1.1
  Billion by 2008 (Radicati Group)

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The Enterprise Model
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The Numbers

• Only 6 million Enterprise mobile email users
• 
  
  IQMetrix
• 1 of all mobile users worldwide

How best to capitalize on this opportunity?
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Consumer Deterrents

• Too expensive!
• 400 PDA
• Data charges
• Too difficult!
• Choosing device
• Choosing data plan
• Configuring settings
• The options?

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Consumer Options
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Mobile Email Alternatives

• Blackberry/Treo/Pocket PC
• Email Client on phone
• Browser-Based
• Text to Speech
• SMS
• Email to MMS

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Choosing a Model

• Emerging market
• Any blueprints available?

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Service vs. Mechanism

• Enterprise users, Mobile Email is an extension of
  Email
• Consumers users, Mobile Email is extension of
  messaging
• The service is the focus, the mechanisms are the
  alternatives
• Where can we look for messaging service takeaways?

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The SMS BluePrint

• Ease of use and discovery
• The price is right
• The hardware
• Carrier cost

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Reaching Consumers

• Simple
• Convenient
• Financially Affordable Predictable
• Device-Embedded
• Cost Effective
• Easily Integrated

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• Questions?